Abercrombie could make a comeback thanks to Gen Z

Mary Dada

24 Feb 2026 — 2 min read

Abercrombie could benefit greatly from the wave of 2016 nostalgia hitting fashion ©Image Credit: Unsplash / Taylor Friehl

A wave of Gen Z nostalgia for 2016 is gaining traction online and analysts say it may translate into a meaningful boost for retail brands closely tied to that period. A big winner in all of these might be Abercrombie & Fitch Co. The brand once defined mall culture, moody lighting, and skinny-jeans supremacy, and retail analysts say that it might be making a comeback on the back of Gen Z’s obsession with 2016.

Why 2016 is suddenly cool again

According to experts, this wave of love for 2016 embraced across fashion, music, and social media is about uncertainty. Back in 2016, the economy was better. Social media felt less chaotic and there was a bold yet much simpler aesthetic. Compared to today’s inflation headlines and political noise, that era feels manageable. And that is why retail consultant Jan Kniffen says younger adults are reverting to 2016 vibes. She calls it a form of “risk aversion.” When the world feels unstable, she says, people revert to what once felt safe instead of experimenting further.

Right time for Abercrombie to shine

Retail analysts believe Abercrombie & Fitch, along with its sister brand Hollister, is positioned perfectly to capitalize on this mid-2010s revival. Of all brands, why Abercrombie? Because 2016 was peak “casual but hot.” Think fitted tees, slim denim, effortless-but-polished looks. Abercrombie owned that lane. It defined mall-core fashion for teens alongside Hollister.

The brand was so popular that it had a record sales of $4.5 billion in its 2012 fiscal year. However, it suffered a bad fall about a decade ago due to its discriminatory practices and lack of inclusivity. CEO Mike Jeffries once said in an interview that “a lot of people don’t belong [in our clothes], and they can’t belong.”

While the brand has more work to do in rebuilding its image, there has been some development and nostalgia is giving it cultural permission to shine again, as younger shoppers also rediscover brick-and-mortar shopping.

Other brands

Several other brands could ride this retro-core wave, including:

Levi Strauss & Co.
American Eagle Outfitters
Victoria's Secret
Urban Outfitters
Coty via Kylie Cosmetics
e.l.f. Beauty
Foot Locker
Ralph Lauren and Tommy Hilfiger
Coach

Let us know. Are you here for the 2016 comeback? Would you actually shop at brands like Abercrombie again, or do you consider this trend overhyped?

Sources: CNBC, American Century Investments

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