Major American label recently found itself entangled in some controversy and the reaction by comedian Greg Karber has become a viral sensation, and for that take heed to this story. Abercrombie and Fitch may not be so popular in Africa, but is a major brand in the USA and across some European countries. Due to the question if fashion and size we thought this might interest some.
Mike Jeffries, CEO of major clothing label Abercrombie & Fitch stated a salon interview when he was asked why Jeffries won’t stock larger clothing sizes in Abercrombie stores…
He doesn’t want larger people shopping in his store, he wants thin and beautiful people… He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids.’
“Candidly, we go after the cool kids…A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
One’s first reaction is probably that Jeffries is a world-class jerk. His competitors, American Eagle and H&M , welcome their less svelte customers by offering a full range of sizes. And his mean-spirited comments certainly seem like bad business. According to the CDC, more than two-thirds of Americans are overweight or obese – A&F would be crazy to not just ignore, but alienate, such a huge part of the market, right?
This sparked a major outrage in the world of fashion with many celebrities denouncing the label brand. Now, this has gone a step further and comedian Greg Karber has added wit and humour to the story and turned it into a purpose for a good cause.
After hearing Abercrombie & Fitch CEO Mike Jeffries express his desire of not wanting larger-sized women or “not so cool” kids wearing his brand, this guy decided to fight back. He helps a group of people who could really use the clothes that Jeffries tries so hard to keep out of the hands of people he doesn’t deem worthy. Check under the video for other ways in which you can help the homeless.
Greg Karber has started a viral campaign called Fitch the homeless with a video that received over 6 millions view in less than a week. The campaign encourages people to give away all their A&F clothes away to the homeless people. Who might not be those that fit into Mike Jefferies category of cool kids. Watch below how this video is creating a mass movement and rebranding of A&F