As millennials, we can all remember the time when the coolest thing one could wear was a dark blue hoodie imprinted with big capital letters spelling “Abercrombie”.

Well, times are changing. According to the Wall Street Journal, Abercrombie was recently ranked number 9 in the top 10 Most Hated Companies in America. Most of this downfall was brought forth by Mike Jeffries, former CEO and founder of the company, who stated in an interview a few years ago, “A lot of people don’t belong [in our clothes], and they can’t belong,…Are we exclusionary? Absolutely.” Jeffries continued on to his most infamous quote about his target market “cool kids … the attractive all-American kid with a great attitude and a lot of friends.”

In response to this, numerous people generously donated Abercrombie attire to the homeless: a direct and successful mockery of Jeffries intended market.

But it is not just the CEO’s infamous quote causing its downfall. The market has changed dramatically since 2009, moving toward a style encouraging individuality and expression.  The current time period seems to be age of self identity:  tattoos, hair coloring, nose piercings. This means that the last thing teenagers of 2015 want to do is uniform themselves in boring colors with a symbolic corporate moose on their right breast. Stores like H&M and Forever 21 thrive on the idea of ever-changing styles at the right price. Who wants to pay $45 for the same old Abercrombie sweatshirt anymore?

Sales of women’s clothing have declined by 30 percent for Abercrombie. Interestingly, the company recently has decided to make clothes without their logo on it in an attempt to save the business. Maybe teenagers will be more inclined to spend the extra $20 if the brand name isn’t directly labeled in the proud letters previously associated with the company.

It may be sad for some, amusing to others, but certainly the decline and likely death of Abercrombie brings back memories for all of us.