Abercrombie Hires Club Monaco Menswear Designer, Desperately Tries to Be Cool Again

It’s no secret that the fashion masses have started to take notice of Club Monaco. The women’s clothing has become clean and modern, an accessible, if watered-down, version of legendarily minimal brands like Céline and The Row. The men’s collection isn’t far behind, with standout offerings and even standalone men’s brick-and-mortars (rumor has it that Philly might be getting one … eventually). And a struggling Abercrombie has taken notice: They just poached Aaron Levine from Club Monaco, where he’d been VP of men’s design for the past four years.

Consider it a whole new look for A&F, which recently announced it was ditching the shirtless male models and the suffocating pumped-in cologne. And after a decline reminiscent of American Apparel’s collapse, the company needs it. Whether or not we’ll buy into it, well, that’s a different story.