Mike Jeffries, the 61-year-old CEO of Abercrombie & Fitch, says dude a lot. Hell say, What a cool idea, dude, or, when the jeans on a stores mannequin are too thin in the calves, Lets make this dude look more like a dude, or, when I ask him why he dyes his hair blond, Dude, Im not an old fart who wears his jeans up at his shoulders.
This fall, on my second day at Abercrombie & Fitchs 300-acre headquarters in the Ohio woods, Jeffries sporting torn Abercrombie jeans, a blue Abercrombie muscle polo, and Abercrombie flip-flops stood behind me in the cafeteria line and said, Youre looking really A&F today, dude. (An enormous steel-clad barn with laminated wood accents, the cafeteria feels like an Olympic Village dining hall in the Swiss Alps.) I didnt have the heart to tell Jeffries that I was actually wearing American Eagle jeans. To Jeffries, t
he A&F guy is the best of what America has to offer: Hes cool, hes beautiful, hes funny, hes masculine, hes optimistic, and hes certainly not cynical or moody, two traits he finds wholly unattractive.
Jeffries endorsement of my look was a step up from the previous day, when I made the mistake of dressing my age (30).
I arrived in a dress shirt, khakis and dress shoes, prompting A&F spokesman Tom Lennox at 39, hes a virtual senior citizen among Jeffries youthful workforce to look concerned and offer me a pair of flip-flops. Just about everyone at A&F headquarters wears flip-flops, torn Abercrombie jeans, and either a polo shirt or a sweater from Abercrombie or Hollister, Jeffries brand aimed at high school students.