--- title: Abercrombie & Fitch Is Ditching Its Shirtless Models description: Abercrombie & Fitch is revamping its image in the face of declining sales. canonical: https://time.com/3835521/abercrombie-fitch-shirtless-models/ author: Sam Frizell article:opinion: false article:content_tier: free article:published_time: 2015-04-25T13:14:25.000Z article:modified_time: 2026-04-13T09:06:12.490Z og:title: Abercrombie & Fitch Is Ditching Its Shirtless Models og:description: The store is revamping its image in the face of declining sales og:url: https://time.com/3835521/abercrombie-fitch-shirtless-models/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt59e6c1c409cdf48f/6987ecdea988cad0f16b0607/abercrombie-models.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 3500 og:image:height: 1969 og:image:alt: Abercrombie & Fitch Open Munich Flagship Store og:type: article twitter:card: summary_large_image twitter:title: Abercrombie & Fitch Is Ditching Its Shirtless Models twitter:description: The store is revamping its image in the face of declining sales twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt59e6c1c409cdf48f/6987ecdea988cad0f16b0607/abercrombie-models.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Abercrombie & Fitch Is Ditching Its Shirtless Models > Sponsored content. 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Every edition is assembled by TIME editors rather than generated automatically. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-brief-2026q3/newsletters?i=aa70e9cd-5546-4203-b1b7-e0855a951948&cr=time-nl-brief-2026q3-v1) by [Sam Frizell](https://time.com/author/sam-frizell/) ## Sam Frizell Apr 25, 2015 1:14 PM UTC  Male models outside Abercrombie & Fitch during the opening of Abercrombie & Fitch flagship store on October 25, 2012 in Munich, Germany. Male models outside Abercrombie & Fitch during the opening of Abercrombie & Fitch flagship store on October 25, 2012 in Munich, Germany. Hannes Magerstaedt—Getty Images by [Sam Frizell](https://time.com/author/sam-frizell/) ## Sam Frizell Apr 25, 2015 1:14 PM UTC It’s time to take the abs out of Abercrombie & Fitch. The retail store that once felt like a strange nightclub full of oddly attractive patrons is actually going to be, well, just a normal clothing store, thanks to [new rules by Abercrombie brand president Christos Angelides](http://www.chicagotribune.com/news/sns-wp-blm-news-bc-abercrombie24-20150424-story.html). That means saying goodbye to the shirtless hunky young men with ripped abs greeting patrons outside. It also means clerks won’t be known as “models” but as “brand representatives” and won’t have to be beautiful human specimens just to fold a T-shirt: the company is abolishing the attractiveness qualification for new workers, Bloomberg reports. In the past few months, outlets have turned the music down and the lights up in an effort to boost sales. Abercrombie & Fitch has seen declining success in recent years, and in 2014, profits shrank 5.1%. Maybe there’s more to life than being [really, really, ridiculously good looking.](https://www.youtube.com/watch?v=EBZYylhg9Io) \[[Bloomberg](http://www.chicagotribune.com/news/sns-wp-blm-news-bc-abercrombie24-20150424-story.html)\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3835521/abercrombie-fitch-shirtless-models/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3835521/abercrombie-fitch-shirtless-models/"},"headline":"Abercrombie & Fitch Is Ditching Its Shirtless Models","datePublished":"2015-04-25T13:14:25.000Z","dateModified":"2026-04-13T09:06:12.490Z","description":"The store is revamping its image in the face of declining sales","url":"https://time.com/3835521/abercrombie-fitch-shirtless-models/","keywords":["Newsfeed","Business topic"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt59e6c1c409cdf48f/6987ecdea988cad0f16b0607/abercrombie-models.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Sam Frizell","jobTitle":null,"url":"https://time.com/author/sam-frizell/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt59e6c1c409cdf48f/6987ecdea988cad0f16b0607/abercrombie-models.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Abercrombie & Fitch Open Munich Flagship Store","caption":"Abercrombie & Fitch Open Munich Flagship Store","creditText":"Hannes Magerstaedt—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3835521/abercrombie-fitch-shirtless-models/","name":"Abercrombie & Fitch Is Ditching Its Shirtless Models"}}]}] ```