Abercrombie & Fitch has always been known for its sexy style, loud music and strong smelling cologne. Well, and perhaps men lined up with washboard abs. But after some recent setbacks in sales, the clothing company appears to be doing some rebranding.

In the Ohio-based company’s first new TV ad in over a decade, the teen clothing company ditched the sex appeal for a more rugged and approachable look. The old logo also makes an appearance.

Bloomberg reports that the company has undergone plenty of changes after a $15.5 million decline in their most recent quarterly report. Some of these changes include brighter lighting and less cologne sprayed in their stores. The CEO of the company also told Bloomberg they want to move away from some of the misnomers of the brand.