'Fitch the Homeless': This Guy Rebrands Abercrombie By Giving its Clothes to the Homeless
A Los Angeles filmmaker named Greg Karber is taking a stand against Abercrombie & Fitch's pretentious way of doing business.
After the clothing chain's CEO said he only wants cool, beautiful people to wear the brand, Karber decided to give the company a "brand readjustment"—by handing out Abercrombie clothing to homeless people in LA's Skid Row.
The stunt comes a couple days after Business Insider unearthed a 2006 Salon interview with Abercrombie & Fitch CEO Mike Jeffries, in which he essentially said he didn't want any uncool, ugly, or fat people wearing his brand.
From Business Insider:
"[Sex appeal] is almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that,” Jeffries said. Jeffries also told Salon that he wasn't bothered by excluding some customers. “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he told the site. “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."
Karber is asking folks to join him, by looking through their closets and friends' closets for Abercrombie clothes, and donating them to a local homeless shelter—then sharing it on Facebook or Twitter, via the hashtag #fitchthehomeless.