Abercrombie & Fitch opens first store in PH
Abercrombie & Fitch has officially landed in the Philippines.
On May 29, the American fashion brand opened its first store at SM Mall of Asia, bringing its modern, everyday fashion to Filipinos.
Located at Level 2 of the Pasay shopping center's North Wing, Abercrombie & Fitch features a modern space with a laid-back vibe. Sprinkled around the shop are little plants that make it homier, while the chandeliers and comfy couches give it a touch of sophistication.
You can shop for women's and men's fashion for different occasions. Perfect for summer, there are camisoles, tank tops, sundresses, and linen tops.
There's also a section called "Your Personal Best," which showcases different pieces you can wear on workouts like sports bras, leggings, training jackets, and more.
Apart from casualwear, you can beef up your office wardrobe with smart casual pieces like blazers, vests, and trousers. And true to Abercrombie's trendy identity, some of the office garments come in more fashion-forward styles and colors like baby blue.
Need jeans? Abercrombie's signature denim comes in different fits and colors to suit your fashion flair.
And when you've selected pieces to take home, you can further personalize them by adding custom embroidery and patches on site.
Finally in PH
ICYDK, Abercrombie is one of America's oldest clothing brands, as it started in 1892. Steven Sare, the brand's managing director for Asia-Pacific, told reporters present at the store's launch why it took so long to bring Abercrombie to the Philippines.
"Within the last three years, our corporate strategy started to prioritize growth outside of the United States," he said.
Sare added that the Philippines was one of his top locations to bring Abercrombie. "Every time I come here it feels to me so much like America. I was just talking with a guy that I met who grew up in Los Angeles and [everyone] seems to have an affinity for American brands here."
He further shared that there are plans to add more stores in the Philippines.
"We are in active discussions with [SM, Ayala] to expand our business, probably at the end of this year, in 2027 and 2028, so that we can have retail store options that are close to home for people throughout different parts of Manila," Sare said.
An online shopping platform is also in the works.
