Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless
Greg Karber
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Abercrombie and Fitch CEO Mike Jeffries, recently said that he didn’t want fat people shopping in his stores. He also said: “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

This is Greg Karber’s response. The Los Angeles based writer is going to try and crush the elitist branding by clothing the homeless exclusively in Jeffries’ brand. This is his #FitchTheHomeless campaign