Abercrombie & Fitch’s shares are up 37% thanks to Hollister’s success

No, it’s really not 2004—the fraught mall brand has undergone a resurrection to become a millennial favorite once more. Since 2019, Abercrombie & Fitch Co. has undergone a resurrection from discarded early-2000s mall brand to a sought-after brand for millennials and older Gen Zs.