buying into an identity -- remember that it's no different when you open up a magazine and roll your eyes at the latest celebrity who's draped himself head-to-toe in dior homme. it's "fashion" at its basest, laziest level. it's essentially purchasing a costume.
go easy on a&f, though. sure, it comes with a frat-boy stigma but only because the company's been so successful in it's branding. please excuse the crassness of my next statement, but in that sense a&f and dior homme have both succeeded on the same level. hardly any other designer label carries with it such a strong stigma -- the image of heroin-injecting, stick-thin rockers goes hand-in-hand with hedi's brand in the same way that we have come to identify the meathead frat-bro with abercrombie and fitch.
look past the stigma, however, and consider the quality of the clothes. the construction, materials, and cuts are usually superior to all other mall-brands (if american eagle did not have bosom-buddy status due to shared clientele and an identical target demographic, it would never be mentioned in the same breath as a&f. the quality and designs of even their most basic garments are cheap, uncomfortable, and ill-fitting).
that said, i fully understand and can relate to the immediate gut reaction to a&f as a brand. i felt this all through high school, a result of identifying more with marginalized groups than with the mainstream. i went through punk rock and all that but when i pick up an a&f ezra fitch sweater today i can push past my impulse to drop it and run. sometimes, i can even force myself to let my gaze linger and consider the possibility that i might be holding something that is, in it's own way, pretty darn nice.