Abercrombie & Fitch Sells More Sex Than Clothes
By Martha Kleder
September/October 2001 Family Voice

“We as Christians have to ask ourselves, ‘Do I have a distaste for evil? If I’m not indignant over this, does that mean I need a refreshing from the Holy Spirit?’”
—Bill Johnson, American Decency Association

Chockfull of the usual nudity and obscenities, Abercrombie & Fitch’s (A&F) latest catalog also promotes sex between teachers and students. The setting for the fall 2001 Quarterly for A&F, a clothing retailer with 261 stores nationwide, is “A&F University.”

“Our student bodies—ahem, body, as many of you undoubtedly know—is among the finest (in every sense of the word) in the country, if not the world,” the catalog proclaims.

In keeping with tradition, the first 121 pages of this 281-page Quarterly consist completely of full-page, nude, semi-nude and suggestively posed photos. Then pictures of actual clothing begin. Obscenity-laden interviews and advice columns also pack the catalog.

Even those who have grown used to A&F’s glorification of reckless sex in an orgy-like atmosphere express surprise at this latest issue.

“What stands out the most in this Quarterly,” said Bill Johnson, president of American Decency Association (ADA), “is the open promotion and depictions of sexual relations between college students and professors.”

Under pressure, Abercrombie met that looming legal challenge by covering its catalogs in plastic and requiring buyers to be at least 18 years old. But that’s a small hurdle for an intrigued 16-year-old with college-age friends willing to help. And it’s anyone’s guess how faithfully clerks request identification.

Currently, cash registers at A&F stores are programmed to prompt for identification when a catalog is purchased, by requiring the employee to type in the customer’s date of birth. But with young people manning the registers, and no threat of follow-up by authorities, it’s questionable if that effort is sufficient to keep the catalog out of underage hands.

“A&F Quarterly is produced for young men and women between the ages of 18 and 22,” said A&F Customer Service Manager Tom Goulet in response to a customer complaint. He cited the Quarterly’s shrink wrap and proof-of-age requirement as reasons not to tame its contents. “It is our hope that this policy will aid our intention that the magazine only be distributed to those within and above our target audience’s age,” Goulet said.

However, actions speak louder than words.

“The attention from the attorneys general has not softened [A&F] one bit,” Johnson said. “The content is just as blatant as ever with photos of fully exposed topless females, and totally exposed rear nudity, both male and female. These kinds of pictures are a regular feature throughout the catalog, not just here and there.”

This latest action in the Illinois Senate follows a December 1999 resolution passed by the Chicago City Council. That resolution received strong support from Illinois Lt. Gov. Corinne Wood, who is now launching another effort against the A&F Quarterly.

Not surprisingly, the magazine’s articles promote unrestrained sexual activity. Arguably the lowest to date was the 2001 spring edition titled “XXX Adventure: Get Wet, Set & Go on Spring Break.” It includes a reference to a Catholic high school senior who says he is in love with a nun. The magazine suggests he persuade her to break her vows.

The issue also features an explicit interview with a male porn star who brags about his nearly 1,700 pornographic films and gives tips to young men wishing to enter his “career field.” The spring edition didn’t stop there however. It also included an article for college students on how to seduce the elderly for a fling over spring break.

“The company admittedly promotes a lifestyle, not just clothing,” Sen. O’Malley said. “Unfortunately, the company is relying heavily on shock value in its advertising, using not only photos but especially narrative that is obscene.”

“The pictures bother me, and so do the stories, but it’s what’s behind the catalog that really bothers me,” said Rev. Steve Troglio, pastor of Eagle Rock Community Church in the Chicago area, referring to a statement A&F’s Tom Goulet made to him: “We are not just a clothing store, we’re a lifestyle.” Troglio said Goulet added, “We promote a happy lifestyle because that promotes healthy kids.”

But Troglio sees it differently. “They are predators and they are after my kids,” he said. Although he has three children ages 17, 14 and 12, Troglio said he was unaware of Abercrombie & Fitch’s marketing schemes until he was given a copy of the spring 2001 catalog.

He then gathered information from CWA, American Decency Association, and Focus on the Family. He read those articles to his children.

“Once they heard this, they gave up their [A&F] clothes, wrote letters to the company, and even called them,” Troglio said.

Christa Overstreet, a college junior, began her personal boycott in the fall of 1998. “It’s embarrassing now to be seen wearing A&F clothing,” she said. “When I purchased their 1998 holiday catalog, I had no idea what it contained, but once I saw it, I knew I didn’t want to support [it] anymore.”

Overstreet said many of her friends have joined her boycott. “I think [A&F’s] popularity is waning. I hear many negative comments on the catalog and the store’s huge display photographs,” she said. “I think it’s actually turning some kids off.”

Troglio, who also speaks to high school students nationwide through Teen Reach Ministries, said, “Such reactions by teenagers are all too rare.”

And Christian kids are not immune. Troglio said he sees as much A&F merchandise in large Christian high schools as in suburban public schools: “I hope that’s more out of ignorance of what A&F stands for.”

The ADA is helping to inform and involve young people in the efforts to change A&F’s marketing strategies.

“We have two petitions, one for adults, and another for youth,” Johnson said. Several churches have begun using the petition drive as a tool for teaching their young people about holiness, and what it means to please God in our everyday lives, he added.

The opposition appears to be having an impact. USA Today noted last November 8 that A&F’s stock was declining, and its popularity with teens diminishing. The stock has since rebounded, yet it remains below A&F’s 1999 high.

“We’ve found that soft-core pornography is often more seductive and addicting than the harder material … ,” said Vickie Burress, national coordinator for the Victims of Pornography Campaign.

“When it’s in the context of an everyday item like a clothing catalog, it can actually be more dangerous than magazines like Playboy,” Burress added. “It desensitizes kids to the idea that sex at any time, anywhere, with anyone, is OK and normal.”

Burress said parents should be concerned about the long-term effects of such materials. “A lack of natural modesty can lead to deadly health consequences as well as heartbreak,” she said. “I see it every day in the lives of former strip-club dancers.”

While sexual images have long been used in marketing, Johnson is concerned about A&F’s use of such explicit materials for young people.

How You Can Help

Pray for the Holy Spirit to motivate Christians in all walks of life to take action against Abercrombie & Fitch.  Praise God for those efforts already underway.  Act Sign a petition against A&F’s marketing and join the boycott sponsored by the American Decency Association

Johnson fears A&F may be targeting younger teens with its materials, and that its children’s line will lock in future customers. “Their marketing is based on the recognition that teens like edgy, line-crossing, taboo things,” he said.

“If Abercrombie & Fitch doesn’t get the message from customers and potential customers that these catalogs are unacceptable, [it] will become more flagrant.” Success by A&F “will send a message to [its] corporate neighbors in your local shopping mall,” he added. “Then they too will use similar tactics to market to our children.”

“We as Christians have to ask ourselves,” Johnson said, “Do I have a distaste for evil? If I’m not indignant over this, does that mean I need a refreshing from the Holy Spirit?”

More from September/October 2001 Family Voice