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Taking on Abercrombie & Fitch
Controversial views from the clothing company's CEO causes huge backlash.
May 16, 2013 2:43 by Muhammad Aldalou
There’s nothing like the sight of a single man ‘sticking it’ to a multi-national conglomerate. It truly reaffirms the belief that every person – if they choose to – can make some form of change in the world.
After it was revealed that Abercrombie & Fitch refuses to make clothes in larger sizes, hires only ‘beautiful’ people and – shockingly enough – would rather burn or discard their old clothes than donate them to the poor or homeless, it’s safe to say the company faced widespread criticism.
There are no XL or XXL sizes and its largest trousers for women are size 10 (US measurements), according to the Huffington Post. In 2006, A&F’s CEO Mike Jeffries told The Salon: “Are we exclusionary? Absolutely. A lot of people don’t belong, and they can’t belong.”
Instead of rushing to the nearest social media network to moan about it like any person would, writer Greg Karber took matters into his own hands and decided it was time for payback. He took to the streets of Los Angeles – more particularly, ‘Skid Row’ – and handed out donated A&F clothes to the homeless and the unfortunate, in an attempt to ‘remake’ the brand’s image.
His video, which has since been uploaded to YouTube and watched over 3.7 million times, has received extremely positive feedback, and was responsible for the birth of a now popular Twitter trend called #FitchTheHomeless.
Karber also urged everyone watching to get involved – emphasising on the point that clothes should be for everyone and not just for the ‘cool kids’.