antix

ANTIX is a sub-brand from Abercrombie & Fitch’s project that seeks to rebuild its brand identity, in-store shopping experience, and online presence with a focus on sustainability, inclusivity, and transparency. The initiative is driven by the goal of appealing to Gen Z consumers who value these qualities, primarily through an overhauled in-store experience featuring accessibility improvements and a more pleasant atmosphere. The brand will also invest in higher-quality clothing materials and ethical sourcing.