It's a reverse revolution in London, England these days. A cry of, "the Americans are coming; the Americans are coming" can be heard all over Burlington Gardens as U.S.-based retailer Abercrombie & Fitch opened a store. The store's novelty hook: hunky male greeters dressed only in jeans and flip-flops to usher customers into the new Abercrombie kingdom. Is this borrowing a Wal-Mart tactic - minus the blue hair and crotchety handshake?

British women seem amazed by it all and somewhat enthusiastic, judging from blog entries on the London Times Web site. British men seem frankly intimidated since they are hardly known for six-pack abs and sculptured thighs. Even James Bond, that epitome of English masculinity, rarely showed skin on screen. His hallmark was a well-tailored tux.

The Brits are twittering over the very American marketing ploy and the blogs contain some very interesting insights. For example: most Abercrombie & Fitch customers are female and most of the clothes the company sells in the U.S. are for women. However, Abercrombie loves to use male models to project their image.

Most catalogues and other promotional literature, including store displays (and now greeters) are focused on young male bodies. I am a little lost to understand how images of sculptured males make fashionista women want to run out and buy Abercrombie & Fitch pants, t-shirts, shorts and jackets. Generally, women like to identify with other female images. So, go figure.

Another insight is into store decor. The dark, clubby atmosphere of the new London store has a clearly masculine feel. Come to think of it, so do most American Abercrombie & Fitch stores. There's just something boyish about the interiors and fixturing. How does that draw in women in droves?

I don't know why, but it seems to work in the very successful world of Abercrombie & Fitch.

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Opening of Britain's first Abercrombie & Fitch store has created a stir in the uptight world of English fashion. The store, the first opened outside the United States, is smack dab in the middle of Saville Row, famous for expensive proper attire for everyone from royalty to rebels.

The startled reaction to Abercrombie's hunky male models, the Adonis-like store greeters and splashy, sexy advertising is a bit surprising. Aren't these the same folks who gave the world mini-skirts, white lipstick and false eyelashes in the 60s?One nearby store has provided the clothing for every English coronation since 1689, leading some to wonder if the garment district's image is now tarnished. There goes the neighborhood! Others welcomed it as a breath of fresh (bare) air.

Abercrombie & Fitch faces tough competition in this first outside-the-US venture. Other brands are established and popular with European youth, including H&M and Zara. Rock star Madonna recently introduced a line of clothes into H&M stores.

But Abercrombie had nearly saturated the American market and was looking for new fields to conquer.

Abercrombie's venture is being watched by other American chains anxious to break into foreign markets. Among those are Whole Foods which plans to open a London store in June. In a reverse move, a number of European chains are looking into American expansion.

Interestingly, prices at Abercrombie & Fitch's London store are nearly double what they are in the U.S. Many customers apparently don't mind, saying the look is so unique, they don't mind shelling out the pounds.

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A beautiful teenager "lost" in New York City - that's Max Zagorski, last year's Abercrombie & Fitch signature face and body. While fame and fortune found him in the way of a Abercrombie modeling contract, he wasn't really looking for it.

He'd done some minor modeling in department stores around his neighborhood prior to being discovered by Abercrombie.

Abruptly transplanted from a Florida high school to the streets of New York City, he was forced to flaunt his boyish good looks and chiseled physique in the Fifth Avenue Abercrombie & Fitch store. Zagorski seems caught between the world of male modeling and the world of high school prom. He just doesn't know which way to go.

One minute he's flirting with the store's female customers - part of his job. The next he's crashed in his hotel, exhausted from the required workouts and glad handing and wanting to shoot hoops with teen buddies.

His face and form are plastered all over the Abercrombie & Fitch universe - on everything from shopping bags to billboards. He's a bit young and unprepared for all this fame. And he's not sure where it will lead him.

Regardless, he's plugging on, trying to decide whether to become a movie star or just go home for graduation.

Maxwell Zagorski appeared in the Abercrombie & Fitch catalogue in 2006. He was transformed from an average New York City suburban teen to a male heartthrob overnight - once he appeared on the pages of Abercrombie & Fitch. Campus Men is a male modeling resource for hunky guys interested in entering Abercrombie & Fitch modeling.

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Blonde, beautiful and built like a Greek god, Brad Kroenig is the "poster boy" Abercrombie and Fitch male model. Just a Midwestern kid blessed with all the right physical and facial attributes to be a male model for the popular Abercrombie and Fitch line, Kroenig abandoned a bright future in college soccer to model full time. He clearly hasn't regretted the decision since his new line of work propelled him into a jet-setty world of travel, celebrities and instant fame. If he ever decides to abandon it all and return to the Campus Men life, he could probably afford the best Ivy League school in the country.

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Good genes led Kyle and Lane Carlson to careers as Abercrombie and Fitch male models. The twins attribute their gorgeous bodies to their father - a construction manager who probably had never heard of Abercrombie and Fitch before his sons were drafted by the preppy clothing company to be male models. Now the boys are putting their good Nordic business sense to work, investing their modeling revenues into long-term ventures that will pay divideds if their good looks ever fail. Fat chance! They are well grounded and are determined not to develop "big heads" over their new-found careers. Maybe more modeling will be next; maybe the movies or TV. These Minnesota Campus Men have the looks and drive to do anything their hearts desire.

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So, ever wonder who unearths all those beautiful Abercrombie and Fitch models - both male and female? You may be surprised to discover it's not exactly a talent agent, but more of a casting director who finds those hunky Abercrombie and Fitch male models. Olga Liriano is admittedly outgoing and not afraid to approach total strangers on unknown streets and recruit them into the world of high fashion modeling. Her "finds" have graced the Abercrombie and Fitch catalogs, as well as European Vogue and many more publications. She recruits at the gas station, supermarket or just walking down the street. She looks for character, appeal and a variety of other qualities besides sheer looks. Campus Men producers could use her talents on the streets of Columbus, Ohio or The Ohio State University Oval. She seems to pick a winner every time.

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Double your pleasure; double your fun with Abercrombie and Fitch male models Kyle and Lane Carlson. These mirror-image identical hunks are featured male models on the Abercrombie and Fitch "Quarterly" for 2001. A pair of hot-blooded jocks from the cold state of Minnesota, they play their sports at a never-heard-of-it college called Winona State. Must be in the north country somewhere. These babes in the woods are not awed by their own fame. Never the less, they're not opposed to heading for warmer climes like Florida and California to pose for the camera. These Campus Men have earned a bit of hard cash with their very hot bodies and are not opposed to future careers in the fashion studios of New York, Paris or Milan.

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Could there honestly be a streak of modesty in an Abercrombie and Fitch male model? Absolutely, if that male model is Carl Arrell - an Abercrombie and Fitch discovery who appeared in the 2000 Christmas book. Unlike most of the males who grace the Abercrombie pages, Arrell kept all his clothes on his tightly toned body. Of course, he says he didn't get paid all that well. Maybe the guys who disrobe altogether get paid more. Models who appeared on the Campus Men calendars of the 1990's got paid in coed admiration and the product sales male models generated themselves among friends and family. Not a bad deal, really.

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Bare, buff and mouthwatering would be one way of describing Abercrombie and Fitch male model Jeremy Black. Likewise, his University of California schoolmate Warren Kenzie, another Abercrombie and Fitch male model, has a body to drool for. Both are standout athletes who made their "college money" in front of a lens. But their priorities are sports and school first - modeling later. Becoming famous was as easy for these two as falling in a lake. Actually, that's what Black did to get his bottom on top of the modeling world. Fame is not fleeting in their cases. Just like the Campus Men calendar models of the 1990s, these two hunks expect their faces and bodies to be around for a while.

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To say he's an icon would not do justice to Bruce Weber, the man who made Abercrombie and Fitch male models the faces and bodies women (and some men) want. Even if there are no Abercrombie and Fitch male models in the frame, Weber's photographic technique is unmistakable. Whether he is shooting an aging movie star like Paul Newman or Robert Mitchum, or a legend like Nelson Mandela, Weber's art is singular. Unmistakable and sometimes controversial, Weber's photographs have been called blatantly homoerotic - aimed at aging gays seeking youthful conquests. Whatever the opinion, Weber has made more young, buff guys famous than the male model photographers who work for the Campus Men calendars. And that is quite an achievement.

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Rippling muscles, outstanding athletic ability and chisled features that would make a matinee idol drool propelled University of Miami special teams player Jeff Popovich into the world of Abercrombie and Fitch as a male model. "Pop" Popovich and older brother Doug, both Abercrombie and Fitch male models, are as brainy as they are brawney. "Pop" aspires to a medical career and Doug is an environmental scientist. Together, they took the trendy, youthful world of Abercrombie and Fitch fashion by storm - ending up as the company's poster male faces (and bodies) in 1998. Never at a loss for fans or admirers, these toned and tanned hunks could market anything they set their minds to - from jeans to muscle shirts. These jock straps cum models could have easily sold thousands of Campus Men calendars, given the chance.

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It was a loss for college football, but a win for the fashion mags when Texas quarterback Marty Cherry morphed into an Abercrombie and Fitch male model. The sparkplug (or dead cell) behind the Longhorns most disastrous season ever, abandoned athletics after an Abercrombie and Fitch photographer spotted his rugged good looks on the sidelines and offered him a male modeling job. Caught in a fourth down and long yardage moment, Cherry elected to punt away the ball and head for the fashion runway. It was a smart decision - one that required little coaching. Now Cherry is making money the easy way, without fear of defensive backs and tackles. He would have been a great candidate for the Campus Men calendar if he had just chosen a smarter-than-average university like the big Buckeye instead of that loser school in Austin.

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Eight years ago, the Washington Post looked into the appeal of Abercrombie & Fitch male models to the gay community. Are the male models employed by Abercrombie & Fitch purposely selected and posed to draw the salacious stares of homosexuals? Or, are they simply portraying a youthful, uninhibited exuberance? The Abercrombie & Fitch catalogues have drawn more controversy over the years than the company's clothes, which are generally pretty conservative and bland. Campus Men male models wear much less, but have only generated controversy on the local level - and that was just a "Who's Getting Rich Off This?" controversy. What do you think?

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Money may be what's on the mind of Abercrombie and Fitch male model Charlie Scheerer, but female (and some male) customers probably have something else on their minds when they view his hunky abs and all-American face. Scheerer's presence is hard to miss on anything associated with Abercrombie and Fitch this year since he is the company's signature male model for 2006. Apparently modest and a bit dazed by his sudden fame and fortune, Scheerer has rushed to invest his newfound income. That's very sensible for a guy who was just another cute college face at Southern Methodist University a year ago. Too bad the Campus Men producers, who've been making college guys famous for more than a decade, didn't find him before Abercrombie. He might have been a household face even sooner.

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His good looks and hot body could land Kansan Nick Runnebaum a male modeling job with Abercrombie and Fitch, instead of a behind-the-counter job at one of the local stores. But being an Abercrombie and Fitch male model is as far from Runnebaum's mind as it can be. He's focused on sports, guiding youngsters and finding the "right" Christian girl. If he ever gets a chance, Runnebaum should look up the Campus Men producers. They've been making college hunks like Runnebaum famous for more than a decade.

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Once his college football career is behind him, Notre Dame quarterback Brady Quinn has the hot looks and rugged physique to be an Abercrombie and Fitch male model. Currently, NCAA rules prohibit Quinn's masculine Irish face and body from gracing the pages of the Abercrombie and Fitch catalogue as a fashion model. But once he's moved onto the NFL (a likely scenario), he's free to show as much of himself as he chooses. In the meantime, fans will have to settle for eyeing as much as possible of Quinn from the sidelines. If the new Savior of Notre Dame football had landed at Ohio State, instead of in South Bend, he might very well be flashing those well-toned abs in a Campus Men calendar. Ohio State is where it all began for the Campus Men organization.

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Disability is no hindrance to Abercrombie & Fitch male model Kyle Maynard. He's excelled at sports most of his life, developed a great physique despite his 2-foot height, and landed on the pages of an Abercrombie & Fitch catalogue as a sexy male model. His athletic prowess has earned a long list of wrestling awards and national recognition. He's appeared on major interview shows and finds reward in inspiring others, especially the disabled, to achieve their dreams - no matter how lofty. Producers of the Campus Men calendars may not be looking for models with Kyle's exact physical characteristics, but they do salute his spirit and go-get-'em attitude in life - qualities that are sometimes missing in traditional male modeling.

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His choice of sports might be full of bumps and bruises, but you'd never guess that Jeremy Bloom's sleek, well-toned body has also earned him distinction as an Abercombie & Fitch male model. Playing college football in the fall and competing in the physically demanding sport of moguls skiing in the winter would take a toll on a lesser man, but it leaves Bloom with plenty of energy to model trendy men's clothing for Abercombie & Fitch. His hot look and sexy appeal would fit the Campus Men image - all he needs is a little less clothing from the waist down!

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Not only does his mother love his face (and sculptured body), but it seems nearly everyone else loves Abercrombie & Fitch male model Charlie Scheerer. The Palm Beach college guy, who was just going along in life as another great physique, landed a job as an Abercrombie & Fitch male model earlier this year and almost instantly became the company's signature persona for the season. Offers to model in Europe for top designers and publications followed, nearly sweeping the modest Charlie and his promoting and doting mother off their feet. But sudden wealth and fame shouldn't faze Charlie since he's a money-handling major with lots of financial savvy. Faces and bodies like Scheerer's abounded in the Campus Men pinup calendars of the 1990s - too bad he was just a babe back then.

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A Palm Beach native who had his first professional session in front of camera at age 5 appears as a male model in the 2006 Abercrombie & Fitch catalog. Becoming an Abercrombie & Fitch male model was relatively easy for a hunky college guy from southern Florida. His mother was his first promoter. A local modeling agency took over his career in recent years and landed his admirable abs in the pages of that popular retail publication. Campus Men is looking for more faces (and bodies) like Charlie Scheerer's to promote for other fitness and retail modeling jobs.

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Uppity Swarthmore College "brainiacs" protested the proximity of Abercrombie & Fitch male (and female) models to their sacred campus in 2002. Abercrombie & Fitch models were popping up all over the bucolic Pennsylvania hillsides at the time as part of a catalog photo shoot. It appears the risque look and feel of Abercrombie & Fitch models - both male and female - offended the Swarthmore student body right down to its Quaker roots. Maybe they were Puritans in disguise! No problem for the Buckeyes of Ohio State who bought up Campus Men calendars in the 1990s until the university administration turned scarlet (and a shade of gray) and quashed the endeavor for money reasons.

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Depending on how you look at it, he's either jail bait or the hottest Abercrombie and Fitch male model in the last five years. Minnesotan Carl Arrell, alias Abercrombie and Fitch male model Jed Washburn, is fully aware his adoring audience is largely pre-teeners. But his Abercrombie and Fitch paycheck quickly dissolves any qualms he may have about modeling for the trendy clothing company and the audience he attracts. Other hunky college guys have found fame and fun with a more grown up crowd modeling for the Campus Men calendars of the 1990s. Where would Arrell fit in there?

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It sounds like Abercrombie & Fitch male model Matthew Avedon is skating through a modeling career on his famous last name. The grandson of famed fashion photographer Richard Avedon is apparently still trying to find himself in male modeling, after a somewhat spotty academic career and a lacklustre first stab at the runway.

His "average guy" look is a bit grungy, but just what the fashion mags and runway mavens were looking for in 2001, the year he was the star of the Milan show.

He's admittedly scruffy, doesn't work out and prefers skateboarding to about any other avocation. How do people like this get discovered?

Apparently, pretty easily when they stroll around New York with a famous last name.

The New York Times story does display one very positive feature about Avedon. He doesn't care to date sexy female models, saying they are largely artificial and self centered. That's a news flash.

Avedon's Abercrombie & Fitch male model looks would never work in the world of the Campus Men calendars. Those boys were real hunks, not "Joe Average" scruffs.

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Life experiences and a variety of interests have propelled high school student Chaise Mooty into a career as a Abercrombie & Fitch male model. Legendary Abercrombie & Fitch photographer Bruce Weber advised Mooty to continue his athletic and educational activities in order to project a male model image of intelligence and sophistication. Mooty has found that youth is no hindrance in the world of male modeling and that his hunky, football-player frame can provide the key to both fame and fortune. In the Campus Men pinup calendars of the 1990s, numerous hot young guys like Mooty got plenty of exposure - both literally and figuratively. Campus Men specialized in making college guys (even college athletes) famous for a dozen years.

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