In response to Abercrombie & Fitch’s refusal to carry XL or XXL sizes in women’s clothing, one man is taking it upon himself to rebrand the retailer.
Greg Karber is so fed up with Abercrombie & Fitch’s attitude of only wanting to dress pretty, skinny and cool kids that he started a campaign to donate Abercrombie & Fitch clothing to homeless people.
The narration in Karber’s video starts by saying, “Abercrombie & Fitch is a terrible company.”
The company's CEO, Mike Jeffries, has on multiple occasions said he only wants cool kids to wear his clothes.
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” Jeffries said in a 2006 interview with Salon. “Candidly, we go after the cool kids. We go after the attractive All-American kid with the 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 hit up a Goodwill in Los Angeles and scoured the racks for Abercrombie & Fitch clothing.
With as much A&F clothing as he could find he headed to Skid Row in East Los Angeles – where the largest population of homeless people in America can be found.
“It was time to do some charity,” he says in the video.
At first some of the homeless were reluctant to take the clothing.
“Perhaps they were afraid of being perceived as narcissist date rapists,” Karber says. “But pretty soon they accepted it wholeheartedly and my expedition was a huge success.”
Karber created the video in hopes that more people would join his campaign.
One person can’t clothe the homeless or transform a brand on his own, he says.
He asks the public to pitch in with these three ways:
1. Look through your closets, your friends’ closets and your neighbors’ closets for A&F clothing.
2. Give them away to your local homeless shelter.
3. Share what you’re dong on Facebook and Twitter (or Google+ if you’re actually using that.)
Karber has created the hashtag #FitchTheHomeless to spread the word.
Follow Mary Ann Georgantopoulos on Twitter @marygeorgant