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New on the block: Abercrombie & Fitch

Victoria Kung

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There was no escaping the six packs and sculpted abs, or that distinctive scent, at the launch of Abercrombie & Fitch's Central store. Passers-by would have been forgiven for thinking Pedder Building had been transformed into a male strip joint. But, of course, it was just the American label's clichéd yet ridiculously successful opening stunt. The store opened on August 11 to swarms of people eager to catch a glimpse of the imported hunks pressing flesh in some of the city's most expen-sive real estate (rumoured to be HK$7 million a month rental).

The store covers 32,000 square feet over four floors and is decorated in true Abercrombie style - dark wood, crystal chandeliers, shelves neatly stacked with polo shirts and tank tops in every imaginable colour. With a label dating back to 1892 - when it was found sewn into hunting and fishing wear - the brand's shirts and shorts have become part of American casual wear history, a symbol of strength and masculinity, although it now also dresses women and children. Customers have included American heroes from James Dean to John F. Kennedy. Jocks and jockettes have long been loyal fans, and Bruce Weber's iconic photography for the label has been getting people hot under the collar. The pictures are featured in a limited-edition book, which is available from the Central store for HK$5,000.
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As if we need to tell you, Abercrombie & Fitch is in Pedder Building, 12 Pedder Street, Central, tel: 3940 1892; www.abercrombie.com
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