I'm Still Thinking About: Abercrombie and Fitch's "Pro Shop"

A year ago I did something that I hadn't done since I was a mere pre-teen...walk into an Abercrombie & Fitch just for the hell of it.

Back in the day A&F was popular for its sexy “cool kids” marketing strategy, equipped with ripped, beach-ready models that could've been molded from the kind of marble Michelangelo used for his masterpieces. But these days, the brand has undergone a resurgence of inclusivity while still maintaining its coastal style ethos.

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However, what's been surprising for me is seeing its strong foray into golf merchandising that really, really works. It's almost as if Abercrombie's design team took what's worked with golf's lifestyle brands (think Malbon, Sugarloaf Social Club, Metalwood, etc.) and applied their own spin to create really fun pieces for the casual golf fan to enjoy.

It’s classic Abercrombie, creating simple silhouettes through graphic tees and hoodies—that are easy transition pieces, but elevated (though not too elevated) for golf. The branding is minimal with catchy little phrasing that feels wearable for those who aren’t “golfers” per say but ponder dabbling.

For the more golf-obsessed individual, it works just as well. Things give off more of a retro vibe with acid washed fabrics, golf-inspired color palettes, and an elevated version of event/tournament merch that feels one of a kind. You won’t find these styles at TPC Scottsdale or Sawgrass, and I think that’s why I love it so much? A branded event polo is perfectly fine, but sometimes you want to throw on a tee with jeans, a bomber jacket, and some non-golf sneakers for a quick look.

It's not quite clear what kind of licensing rights they acquired in order to be producing such heat, but damn if they aren’t doing the absolute most with them.

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But since first uncovering what A&F has been cooking up, I haven't really seen much from them as of late. I vividly remember encountering full on sections dedicated to golf and tournament-inspired merchandise, and yet when I scroll through the brand's site I'm met with little to no evidence of what once was.

And I'm deeply curious to understand what happened, because it was good stuff. For research purposes I picked up a hoodie and a cotton tee or two, and they're still in heavy rotation.

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There's remnants of some product left floating, but this is an official cry to Abercrombie to come back, and with a vengeance.

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This page was first published on February 11, 2025. Last updated July 2, 2026.