Abercrombie & Fitch is saying goodbye to their traditional logo on their clothing in efforts to stay in tune with what young adults want.
This is a huge change for the retailer since almost every piece of clothing has had the logo in plain sight. Teens are less interested in logos and more interested in individuality.
A&F says they also plan on changing their color palette.
For the upcoming shopping season, the store has reduced its logoed merchandise by half and envisions bringing the price down further.