Abercrombie & Fitch: Homeless People Given the Brand’s Clothing

    May 15, 2013
    Sean Patterson
    Comments are off for this post.

Last week, Abercrombie & Fitch CEO Mike Jeffries came under fire for comments he had made years ago. The comments, brought up in a recently published book about marketing, conveyed that Abercrombie & Fitch’s target audience is “cool and popular kids” – a category into which fat people apparently can never fall. Jefferies is quoted as stating the stores do not sell female clothing for larger women in order to protect the Abercrombie & Fitch brand from being seen on people who “don’t belong.”

The comments caused an uproar online and reignited debate about body image issues, exclusionary marketing, and weight-related health. Now, one man has taken it upon himself to remake the Abercrombie & Fitch brand on his own.

YouTube filmmaker Greg Karber (gkarber) scoured a Los Angeles Goodwill store for A & F apparel, which he then handed out to homeless people on Skid Row. He’s calling on viewers to donate their old A & F clothing to homeless shelters and share their experiences through social media using the #FitchTheHomeless hashtag.

  • George

    This is stupid. A&F is a private company, they can do and say what they want. If you doing like their image or brand, don’t shop there. What’s with everyone sticking their nose in business that isn’t there and trying to teach everyone a lesson?

    • Phil

      Yes they are a private company and have the right to say stupid thing if they so choose but others also have the right to educate the public about a company’s ignorance and elitist ways and organize any peaceful protest that they wish.By your reasoning if we shouldnt stick our noses in their business by protesting them then they should have stuck theirs in a latge portion of our societies business by insulting them and saying who is and is not worthy of their clothing.

    • Mike Jeffrie

      you’re just another A&F (meaning doucebag!)

    • rose

      Welcome to America..lol

    • Poo

      Actually, no, they’re not a private company. They’re a publicly traded business and going by the volume of available shares, no investors have attempted to privatized the business yet. This is all of course beside the point. That said though, they still should have put it up to a shareholder vote rather than a private board member vote or whatever surreptitious way they went about it. I can guarantee if it were up to the shareholders, their new policy would’ve been shot down.

  • Randy

    Don’t you love it when something good pisses a random person off, and they are so mad they can’t even type or spell right? “If you doing”? Or did you mean “If you don’t”? This filmmaker Greg Karber is doing what everyone currently still has the right of, Freedom of Speech. most of the “Top” name fashion brands that don’t cater to the common everyday person are getting their clothing probably from 3rd World countries anyway, so let’s skim a little off the top some more. Then sell the clothes that are by no means ANY better quality for twice or more the markup. I say Bravo and thank you for being courageous enough to make a stand Greg Karber! Keep it up! And George, go shop wherever you want to. But make sure you don’t burn your clothes when you wear them out, give them to those less worthy of your greatness!

  • Elli

    I worked at A&F in high school and did so because it was the cool place to shop, but I couldn’t afford their clothing otherwise. Over the years of working there I acquired a large collection of clothing (they tell you need to buy their clothing to wear as a “uniform” and you are yelled at if you don’t) and will now be donating it all to my local homeless shelter.
    I stopped wearing A&F after I worked their because their clothes are cheaply made and the company is horrible to their employes. We were paid minimum wadge, hardly given breaks (A class action lawsuit recently took care of this matter), and the amount of theft within the company in unbelievable.
    I am so glad to see someone making a difference and I am glad to help. Bravo, Greg.

    for more information on the brand:

    • Randy


  • Katy

    Love this. Well said.

  • columbus ohio

    are these the same suckas who do not want to sell clothes to fat people because they are not cool? what a bunch of hypocrites.

  • http://mommybrainstorm.com mommybrainstorm

    This is a great idea ying yang idea. Good thing homeless people are starving enough to fit into the donated A & F clothes!

  • christine ehlers

    I am praying the homeless are NOT overweight. Then again, I guess the CEO figures, if they are homeless, they will tend to be underweight. Hmmmmmmm real marketing strategy. Not one many “real, caring ” people would think of. Shame, shame on his judgment and lack of empathy. BOYCOTT A&F!!!!!

  • rose

    Greg you’re amazing!!!

  • meka

    Who the hell would buy a $50.00 t-shirt anyway!

  • Krista

    Woo!! Go Greg!! Come on everyone lets “Ditch the Fitch!!”

  • michelle

    So why is Abercrombie&fitch getting such bad PR because they dont wanna carry larger than a size 10 womens and no xl or xxl for women? For men they carry that for the beefy football guys. I understand they are “excluding” people. But I feel that it is within their right to carry what they want to build the image they want. Its personal business not government. So isnt it safe to say stores like Torrid (plus size teen girls) exclusionary as well?

  • N Duncan

    After hearing the cavalier way that this company deals with not only it’s employees but it’s customers, I will not be shopping there any further. + they have always charged premium prices for poor quality clothing
    !!! this is a no brainer….

  • Tara

    There are stores that cater to plus size women exclusively and apparently that is okay… so why do we attack Abercrombie and Fitch for tailoring clothes to smaller women!?

  • Ross

    Branding is expensive and takes a lot of hard work!! Your going to try to destroy that by taking the meaningless free time you have to buy their clothes and give them to homeless? I will always support Abercrombie & Fitch. You want the world to be equal? Everyone gets the same treatment and the same benefits for no work. You want to look good and be in shape you have to earn it. Then and only then you will be able to wear the brand of Abercrombie & Fitch. Until you want to work for it, keep shopping at wal-mart and buy their plus size clothes.

  • Mary

    Has anyone been in an A&F store? The girl clothes are huge!! Everything is “easy fit”. So apparently you people won this arguement years ago. What more do you want? I would prefer a healthier youth that doesn’t need to worry about shopping for “larger girls”. You are wasting your energy on the wrong fight!!!
    Spend your time educating our “girls” and stop humiliating the poor by reminding them of things they can’t afford which is all clothes!!

  • kerryaic

    What a disgusting way to make CHILDREN feel worthless. Who does this jackass think he is to be able to judge “cool” from not so much? Because of a child’s clothing size? He may truley feel this way, and that’s his opinion, but to vocalize it is just bad business. This strikes me as bullying, which is extra-creepy coming from an adult. Padded child bikini’s and kid thongs? Really??? What a weirdo.

  • Marise

    Oh my dear God.
    Let’s make something clear. Yes, under the First Amendment, they can say whatever they want. They can say that they hate women or want all puppies to drown. It’s their right. Okay, you morons? WE GET IT. IT IS THEIR RIGHT.
    Comments like that aren’t exactly good for business, you know? And, whether he meant to imply that A&F clothes were made for smaller people or not, he said it in the meanest, nastiest way possible. I can hardly blame everyone for being displeased, especially since A&F merchandise is poorly made, hideous, and overpriced–but that’s just my opinion.
    Last thing to say: Don’t be ridiculous and call on the whole world to “boycott Abercrombie & Fitch”. IT’S NOT HAPPENING. Like, EVER. Or, at least, not for a very long time. I imagine that several thin, rich people out there right now are hardly bothered by these comments. Not all of them (I’m living proof), but most, yes. And if that’s A&F’s target audience, then the money will keep pouring in and there’s nothing you can do about it.
    I don’t care if you agree or if you don’t. That’s my take on this situation.

  • sonsern

    #Fitchthehomeless is a viral movement to spite A&F and make them the no. 1 brand of the homeless. Many believe that the whole idea is degrading because the homeless people are being used to contrast the idea of cool by positioning them as “unworthy,” or lesser human beings. And it’s not clear whether, from the homeless perspective, this stunt is actually helping anything.

    In response, P1124 has started a “Wear One, Share One” campaign to clothe the same homeless people on Skid Row. But unlike the #fitchthehomeless movement, whose goal is to shame Abercrombie without regard to the wellbeing of the homeless, P1124’s sole goal is to uplift and bless the homeless. The “Wear One, Share One” Campaign is simple; buy one shirt, get two, one to wear, one to share. Lets #uplifthehomeless, and show them that they are worthy of receiving the same new clothes that we purchase for ourselves. Make P1124 the title of no. 1 brand of the homeless.

    Watch the video: http://www.youtube.com/watch?v=9T-6sLb8qWg

    Learn more about the movement: http://www.indiegogo.com/projects/p1124-the-number-one-brand-of-the-homeless/x/3113340