YouTube campaign launched to make Abercrombie & Fitch go homeless

Thanks to A&F's notorious 'we don't like fat people' approach, a prominent video blogger is calling for the brand to be made 'synonymous with homelessness'.

by Michael Northcott
Last Updated: 19 Aug 2013

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?

Find this article useful?

Get more great articles like this in your inbox every lunchtime


Get your essential reading delivered. Subscribe to Management Today