Abercrombie to pay Jersey Shore cast to stop wearing its stuff. KehlBayern August 17, 2011 News Is Abercrombie and Fitch just now realizing it is the go-to brand of the crass? Sad to find this out now. Honestly I can’t help but think the modern incarnation of the Abercrombie and Fitch brand would do well with a complete rebranding into something more akin to Ralph Lauren’s Polo. As it stands, the A&F (which used to be worn by Theodore Roosevelt of all people) brand of today represents tanning beds, unrealistic, fey male and waif female archetypes prancing around erotically upon black-and-white landscapes of contrived Americana. While it has an exportable lifestyle image, its domestic traction has been severely diluted by competitors and higher end brands that project a more desirable, or more sophisticated imaged. I mean, it is always a sad thing to see a middle-aged man wearing Abercrombie and Fitch, and part of me thinks it should remain this way but my brain knows the company has much greater potential than that.