"It's all about the moose" basically means that it's all about the logo/ brand and NOTHING else. The moose is the logo for Abercrombie. If it weren't for the moose, no one would give a shit. The moose is all that counts.
Girl #1: Hey did you get anything when you went shopping yesterday?
Girl #2: Yeah man, this shirt..
Girl #1: Oh..
Girl #2: Do you think it's ugly or something?
Girl #1: No offense... I don't like it at all.
..............
WAIT! is that a MOOSE i see?
Girl #2: Yeah dude, it's from Abercrombie.
Girl #1: OMG! I love your shirt! It's SO pretty!
Girl #2: Lol, it's ALL about the moose!
Girl #2: Yeah man, this shirt..
Girl #1: Oh..
Girl #2: Do you think it's ugly or something?
Girl #1: No offense... I don't like it at all.
..............
WAIT! is that a MOOSE i see?
Girl #2: Yeah dude, it's from Abercrombie.
Girl #1: OMG! I love your shirt! It's SO pretty!
Girl #2: Lol, it's ALL about the moose!
by runchi December 3, 2006