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

A mini case study in horizon scanning

Swissgrid has instituted smart risk management systems for spotting things that could go wrong before...

Interview ghosting: Stop treating job seekers like bad dates

Don’t underestimate the business impact of a simple rejection letter.

5 avoidable corporate disasters

And the lessons to learn from them.

Dressing to impress: One for the dustbin of history?

Opinion: Businesswomen are embracing comfort without sacrificing impact. Returning to the office shouldn't change that....

How to motivate people from a distance

Recognising success in a remote or hybrid environment requires a little creativity, says Insight SVP...

What pushy fish can teach you about influence at work

Research into marine power struggles casts light on the role of influence and dominant bosses...