Abercrombie & Fitch

Fierce — the scent that defined a generation

Abercrombie & Fitch was founded in 1892 as an outdoor sporting goods store in New York. Fierce (2002), created by perfumer Christophe Laudamiel and Christine Nagel, became synonymous with the brand's early-2000s hypermasculine retail aesthetic — pumped through stores at deafening volume. At its peak, Fierce was one of America's best-selling men's fragrances. First Instinct (2016) marked a softer rebranding of the house's fragrance identity. The brand itself underwent a major rebrand post-2010s to move away from controversial marketing.