Abercrombie is a chain of clothing stores that does not stock clothes in any size above medium, because of a thinly veiled desire to keep overweight people out. Stores also feature men on the door wearing just jeans and showing off muscle-bound torsoes.
The firm's chief executive Mike Jeffries, is at the forefront of a strategy which deliberately excludes people who are not 'cool' from feeling like the brand is for them. He even once said: ‘A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely.’
But this is just not acceptable to a certain YouTube video blogger and writer, Greg Karber, who has set out to ‘make the brand synonymous with homelessness’, by going to second-hand stores, buying the clothing and giving it to people who sleep rough in LA.
The video, entitled ‘Abercrombie & Fitch gets a brand readjustment #FitchTheHomeless’, encourages others to go out and do the same. Whether or not the viral campaign will change Jeffries’ approach is anyone’s guess, but we suspect he will not give a monkey’s.
It may mean a quick trip to meet the in-house PR on the company jet though. Any excuse to get on a small plane with a load A&F draped male models wearing your favourite brand of male cologne, eh, Jeffries?