Abercrombie & Fitch Would Rather Burn Clothes than Donate to the Homeless

Abercrombie & Fitch Gets a Brand Readjustment #fitchthehomeless

Now here is a cool campaign we can get behind. Outraged by Abercrombie & Fitch’s CEO Mike Jeffries’ commentary about discouraging unattractive people from buying their clothes, writer Greg Karber devised a genius protest against the self-declared snobby brand. Retail-bully Jeffries went on record admitting his view that “certain people don’t belong” in A&F clothes, which include the “uncool” and the overweight, as the store refuses to carry sizes over 10.  Fighting back against Jeffries’ offensive views, Karber devised the Fitch the Homeless campaign, which asks customers to re-brand the company by donating their Abercrombie & Fitch clothing to homeless shelters, making Jeffries’ fear of the supposed “unworthy” wearing his clothing a reality- and to make A&F the “world’s number one brand of homeless apparel.”

Karber hatched the hilarious plan after being deeply offended by statements Jeffries made to Salon magazine, and a subsequent examination of the store and its limited sizing that cater to the very thin. A nation-wide backlash has garnered protests, celebrity support and news coverage all over.

But Karber’s Fitch the Homeless plan lets protestors not only take matters into their own hands- but also to actually re-brand the store, by changing its “customer” base. Karber wants his campaign supporters to record their doings, by adding their donation process to Youtube, Facebook and Twitter, with the hashtag #FitchTheHomeless.

Karber’s grass roots brand readjustment not only puts the bullying Abercrombie & Fitch in its place, but also has a side effect of clothing homeless people in need around the United States.

Via ecouterre