A Los Angeles filmmaker is launching a campaign to give Abercrombie & Fitch clothing to the homeless in an attempt to criticize the company's CEO for comments he made about only wanting only "thin and beautiful" people to wear his clothes.
In a lengthy 2006 Salon.com profile, Abercrombie & Fitch CEO Mike Jeffries expounded on his business strategy of only targeting size small, attractive people.
"Candidly, we go after the cool kids.
We go after the attractive all-American kid with a great attitude and a lot of friends," Jeffries said. "A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely."
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The article was revived this month when Business Insider wrote about the lack of female XL and XXL Abercrombie sizes
, chastising the brand for not wanting to dress plus-size women.
Now, filmmaker Greg Karber is looking to start a movement to transform the brand by giving away Abercrombie clothes to homeless people on Los Angeles' Skid Row.
With a tongue-in-cheek YouTube video and Twitter hashtag (#FitchTheHomeless), Karber takes aim at Jeffries and his ideals.
"Abercrombie & Fitch is a terrible company," he says in the clip. "When clothing is damaged, instead of donating it to the poor or unfortunate, they burn them. Together, we can make Abercrombie & Fitch the world's No. 1 brand of homeless apparel."
The movement appears to already be catching on, with many on Twitter promoting the message.
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