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Abercrombie & Fitch was established on June 4th, 1892 by David T. Abercrombie as Abercrombie Co. Abercrombie was later joined by Ezra Fitch in 1900 and the company officially became Abercrombie & Fitch Co. It was originally an outfitter of sporting and excursion goods and is now one of the most popular clothing stores among my generation. There are 353 Abercrombie & Fitch stores across the United States, Canada, and the United Kingdom. Today it is run by Michael S. Jeffries, Chairman and Chief Executive Officer, who has held this position since the 1990s. Abercrombie & Fitch's official logo is the gray moose and their trademark to promote the brand is Casual Luxury. They are the first company to call their employees "models" instead of "brand reps," which gives them the right to hire based on looks.