Essay on a&f feature

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ABERCROMBIE AND FITCH LAUNCHES THE CREW COLLECTION 2014

A collection infused with authenticity for street style inspired youngsters wanting to go old school this season.

“Crew collection is A&F's answer to further strengthen the offering of heritage collection” expresses the head designer of the brand, Victoria Johns. A&Fs brand new collection launching for this AW14 is all about bringing authenticity back into style. Their Crew Collection 2014, all over the UK and Europe, is inspired by the long standing sport of rowing in American Universities. The collection ranges from T-shirts to track bottoms and hoodies to caps or mufflers for men and women.
The brand decided to, based on its commitment to showcase the heritage of the brand, introduce a sub-collection. Further to this, they have always perceived that American market trends are either collegiate and west-coast or preppy and east-coast. At the present time, they felt that the market is now swinging back to a very old school look, therefore they introduced the crew collection.
As heritage is a key consideration of the crew clothing, it has been developed both in fabric or garment construction and in print in a very authentic way. They have used PK constructed flees for the jogger, hoodies and shorts and have given wash treatments to achieve a vintage handle to the product. The aimed to sustain the originality of the crew collection and looked carefully over every possible detail from the construction to the seams. Further, the print team were keen on printing all the graphics to represent the actual branding from the 1930's and applied special print technique to give a very worn out look to the whole garment.
This collections, A&F trusts, will attract people influenced by street wear as the Crew Collection

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