Abercrombie & Fitch has launched an exclusive Middle East collection featuring its iconic logo in Arabic, adapted for the first time in the brand’s history.
The new range will be available in all 12 Middle Eastern stores, and the brand says it “highlights Abercrombie & Fitch’s dedication to creating collections that resonate with customers in the region.”
Markets include the UAE, Saudi Arabia, Qatar and Kuwait, and include menswear and womenswear pieces.
The permanent casual wear range comes after Abercrombie & Fitch’s recent launch of its first Ramadan collection, offering versatile clothes during the holy month and Eid.
The move shows how global brands are becoming more localised, adapting products and services for the Middle East.
Disney recently did something similar, updating its logo in the MENA region with the addition of the words “Disney+” in Arabic.
