1. Ambercrombie & Fitch Fierce Potent, visceral, and screaming of the late noughties, Abercrombie's 'Fierce' defined a generation - for better or for worse.

Abercrombie Sues Beyonce Over ‘Fierce' Fragrance Chain files suit against songstress for trademark infringement Published September 16, 2009 • Updated on September 17, 2009 at 8:00 am ...

Abercrombie & Fitch Abercrombie’s 2020 #FaceYourFierce campaign’s cast, also known as the “Fierce Family,” is building off of 2019’s successful relaunch of its iconic fragrance, Fierce.

Abercrombie said it has sold more than $190-million (U.S.) worth of fragrance under the Fierce name, and expects $64-million of sales in 2009.