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Abercrombie & Fitch Co.’s stock price may be down nearly 50 percent year-to-date, but a quick trip to the mall tells a very different story. The disconnect is especially stark at Hollister, Abercrombie’s younger, cheaper sister brand, where the stores are packed with Gen Alpha girls and boys shopping together. Hollister is hitting its stride at the moment—it’s ranked number one in apparel among teens, according to the recent Piper Sandler survey. Wall Street is rightfully worried about tariffs—the American company’s clothes aren’t exactly made in America—but A&F group’s retail reality is actually far rosier.
