Abercrombie CEO Michael S. Jeffries might be seeking the “cool kids” to wear the brand, but one Los Angeles man has another idea.
USC graduate Greg Karper launched a high-profile campaign this week in a YouTube video gone viral, passing out used Abercrombie & Fitch clothing to the homeless on L.A.’s Skid Row. The movement comes in the wake of an interview Jeffries had with Salon magazine in 2006, which recently resurfaced and went viral. In the interview, Jeffries called his brand “exclusionary” and said, “In every school there are the cool and popular kids, and then there are the not-so-cool kids… Candidly, we go after the cool kids.”
He went on to address Abercrombie & Fitch’s policy to refrain from producing plus-sized clothing, explaining that kids over a size 10 were “not cool.”
After seeking out the “douchebag section” of a local Goodwill, Karper hit the streets to dole out some of the brand’s clothing to people that would undoubtedly make Jeffries shudder.
“At first, people were reluctant to accept the clothing. Perhaps they were afraid of being perceived as narcissistic date rapists,” Karper says in the video. “But pretty soon they embraced it whole heartedly and my expedition was a huge success.”
Karper ends the clip with a call to action, asking viewers to donate their own used Abercrombie clothing to local homeless shelters and post about it on Twitter and Facebook using the hashtag #FitchTheHomeless.
But Karper isn’t the only one doing his part to attempt to derail the brand. Kirstie Alley, who famously battled with weight loss for years, put Jeffries on blast in an interview with Entertainment Tonight and again on her Twitter account.
“I don't care if A&F sells above size 10. The point is their CEO took a stand against the "coolness" of "above size 10 kids" #standdownCEO,” she wrote.
On ET, she declared that she would never allow her two children to shop in the A&F stores ever again.