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I had a gift card for AA for a long time and couldn't really find a use for it. Outside of a hoodie or a thermal underwear shirt, there's not much there for me. I'm not very hip, but it's pretty vanilla stuff. It would be one thing if their clothes were better fitted, or more comfortable, but they are plain, and often a bit stiff. IMO it's more like Old Navy, which might be splitting hairs. I think AA get's most of its mileage out of image. This was a pretty big misstep.