Just look to the law and to literature (two areas of passion for me) to see a "then and now." Check out Steinbeck - Abercrombie & Fitch is mentioned in Stenbeck's Travels with Charlie, a non-fiction novel in which Steinbeck has to purchase some Abercrombie gear before going on his cross country caravan journey. Comparing two of Abercrombie's intellectual property cases will provide a telling comparison: In 1976, Abercrombie sued "Hunting World" for trademark infringement on their "Safari" clothing line. Particluarly, the court considered how "Safari" was suggestive of things such as hiking boots and tents. In 2002, Abercrombie & Fitch sued American Eagle Outfitters, Inc., in a similar cause of action. The company now describes itself as a "retailer of men's and women's casual clothing, such as t-shirts, outerwear, sweatshirts, woven shirts, sweaters, jeans, khakis, shorts, baseball caps, belts, socks, and other accessories . . . designed primarily to appeal to young men and women of college age." Enough said.