WASHINGTON – After Abercrombie & Fitch CEO Mike Jeffries made a statement saying he did not want kids or women who are size large to wear the company’s clothes, a video campaign has sprung up.
Recently, retail analyst Robin Lewis told the Business Insider Jeffries wants only “thin and beautiful” people shopping in the store.
“He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing,” Lewis said in the article.
Thus an online movement was born with the aim to change the brand by coming up with a challenge to Jeffries’ seemingly ideal customer.
YouTube user Greg Karber decided to hand out A&F clothes to the homeless and put the video online.
Karber asks viewers to join his movement by donating Abercrombie & Fitch clothing to homeless shelters and share their actions online using the hashtag FitchtheHomeless.
Watch Karber’s video here: