You have probably heard the remarks made by Abercrombie and Fitch (A&F) CEO Mike Jeffries that he doesn’t make women’s clothes in sizes extra-large because he doesn’t want uncool kids and larger women wearing his clothes. To quote this grand wordsmith “Candidly, 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’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
Additionally in an effort to keep the brand exclusive, A&F goes to the lengths of burning their damaged or unsold items. This not only keeps them off the backs of those who need clothing/our assistance/help the most, but it also disrespects the thousands of people who worked to make the clothes. This flagrant wastefulness further sucks the humanity out of a brand that is proving it does not have much soul left to lose.
In response Greg Karber has decided to rebrand Abercrombie and Fitch himself – as the brand for those in-need. Greg released the video above to start his campaign. The video features clips of Greg buying up A&F gear at thrift stores and handing them out to people who are homeless in Los Angeles. Now he is encouraging all those who have A&F clothing to donate it to their local homeless shelter.
While I don’t support making those who are less fortunate a pawn in a media debacle, I do think the sentiment behind Greg’s campaign is a worthy one. Not being a big fan of A&F from the start I don’t think I actually own anything made by them. However, I do have more than enough clothes that I wouldn’t miss. So in solidarity with this clever idea let’s all get to spring cleaning and donate our new or gently used clothing (whether it’s A&F or not) as well as toiletry items (such as sample or travel size shampoos, soaps, etc.) to those in need and turn the asinine words of one man into a call to action.