Abercrombie & Fitch is starting to strip off another signature staple as part of its ongoing makeover: Logos.
The move comes following weaker sales for the popular U.S. clothing chain, which is also known for its sexy ads featuring both men and women (including celebs), hunky, shirtless male model greeters, and loud music and dim lights in its stores.
The company's CEO, Michael S. Jeffries, told Bloomberg in May that the company plans to tone down the shops' nightclub vibe and minimize its use of logos. In fact, you may not be able to find any at all on Abercrombie & Fitch apparel in the United States during the Spring 2015 season.
"In the spring season, we are looking to take the North American logo business to practically nothing, but protect logo in international stores," he said during a conference call with investors on Thursday while discussing the company's 2014 second quarter earnings.
The brand remains popular, especially among younger shoppers. In March, a user on Reddit asked what teenage users what they considered cool. Abercrombie & Fitch was listed (as was rapper and thrift shop aficionado Macklemore and SnapChat).
"Sales for the second quarter were somewhere below our plan but we have seen modest improvement since we set back-to-school in mid-July," Jeffries added. "Importantly, we have been able to achieve this improvement despite adverse likes in our logo business as we work to strategically reduce that element of our assortment."
An archived page of Abercrombie & Fitch's women's sweatshirt and hoodie offerings from February 2011 showed 24 with company logos and displayed 28 in total (85 percent). An archived page of similar items from January 2014 showed 21 with company logos, out of 42 displayed (47 percent). The store's website on Friday showed six with logos, out of 49 (12 percent).
In addition, the 2011 version's menswear landing page displayed a shirtless male and showed his face, while the latter two did not.
The company has not revealed what will happen to its shirtless greeters as it continues its makeover plan.
Last year, Abercrombie & Fitch announced it will implement another new policy: Adding plus-size apparel. The reveal was made following backlash and voiced criticism by celebrities such as Ellen DeGeneres over its marketing.