Abercrombie Fitch. Abercrombie Fitch, referred to as AF, is an American casual clothing brand, founded in 1892. Its products include casual wear for men and women, underwear, sportswear and so on. And it is popular all over the world with the classic American image. The brand logo is an elk, which represents the brand's advocacy of academic spirit, comfort, natural wildness, a little decadent and uninhibited, and mainly takes the leisure route.