In response to Abercrombie & Fitch CEO Mike Jeffries not wanting “not so cool” kids or women who wear size large to wear his company’s clothes, Greg Karber has come up with a funny and creative way to readjust the Abercrombie & Fitch brand.
‚ÄúIn every school there are the cool and popular kids, and then there are the not-so-cool kids,‚ÄĚ he says. ‚ÄúCandidly, we go after the cool kids.
“We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don‚Äôt belong [in our clothes], and they can‚Äôt belong. Are we exclusionary? Absolutely.”
More recently, Business Insider reported that the company refuses to offer XL and XXL-sized clothing to women for the same reason.
This Los Angeles filmmaker is planning his revenge on Abercrombie & Fitch who only want ‚Äúthin and beautiful people‚ÄĚ to wear their brand by handing out their clothing to the homeless.
Mr. Greg K.arber launched ‚ÄúFitch the Homeless‚ÄĚ after reading reports alleging that the company safeguards its image by destroying unsold clothing rather than donating it to those in need.
‚ÄúSomeone posted, somewhere on the Internet, that, ‚ÄėDon‚Äôt worry, karma would catch up to this guy,‚Äô‚ÄĚ Karber told the station.
‚ÄúI just thought, ‚ÄėThat was so silly. He was one of the largest retail CEOs ‚Ä¶ Karma‚Äôs never gonna catch up to this guy. But maybe I can do something to make karma catch up to him.‚Äô‚ÄĚ
He added: ‚ÄúI was so mad at Abercrombie & Fitch I made this video to change their brand.‚ÄĚ
In the video, Karber visits a local Goodwill store and eventually finds Abercrombie clothes after asking to be directed to ‚Äúthe douchebag session.‚ÄĚ
He then heads to the ‚ÄúSkid Row‚ÄĚ area in East Los Angeles to distribute the clothes to the local homeless population.
The campaign encourages viewers to donate their A&F clothing to their local homeless shelter and share what they’re doing on social media.
The results of his #FitchTheHomeless effort and his bid to troll the retailer and its suspect business practices are pretty amusing.
“I was really upset by the Abercrombie & Fitch CEO’s comments, and I wanted to do something to turn that negative energy into a positive social good,” Karber told Mashable in an email.
His goal? To make Abercrombie & Fitch “the world’s number one brand of homeless apparel.”
Abercrombie and Fitch did not immediately respond to a request for comment.
Last week Abercrombie & Fitch, which doesn’t make its womenswear above large, or pants above a size ten, was accused of purposefully excluding plus-sized customers.
Robin Lewis, co-author of The New Rules of Retail, told¬†Business Insider¬†the retailer’s¬†CEO, Mike Jeffries, ‚Äúdoesn’t want larger people shopping in his store, he wants thin and beautiful people.
‚ÄúHe doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing, ‚ÄúMr. Lewis added. ‚ÄúPeople who wear his clothing should feel like they’re one of the “cool kids.”‘
While Abercrombie & Fitch offers men’s sizes in XXL, Mr Lewis believes this is to appeal to muscular football players and wrestlers, says the Daily Mail.