We've been hating on Abercrombie & Fitch for more than a decade now, ever since T-shirts depicting stereotypical Asian characters hit the shelves in 2002. The company appeared to reprise that misstep 10 years later. And then there's its Hollister Co. offshoot, inspired by surfing but really having nothing to do with the sport.
USC grad Greg Karber, 26, found other things to dislike about Abercrombie, and set about vilifying the brand in a social media campaign that just might work:
Karber complains that Abercrombie will employ only thin, impossibly good-looking people as models. (They're almost exclusively white, too). And he reiterates that the company does not sell sizes that fit larger or overweight women, for fear they'll tarnish that image.
In fact, his YouTube video (below) demonstrates that the company's CEO is proud of the brand's exclusivity.
A&F also reportedly will not donate unsold clothing but burns it instead.
And so Karper bought up some thrift-store Abercrombie & Fitch goods and gave them away to the homeless on L.A.'s Skid Row in defiance of the brand's aims:
Karper is encouraging folks to give away their A&F clothing to local homeless shelters and let friends know via Facebook and Twitter by using the hashtag #FitchTheHomeless.
We'd be totally down except that we can barely look at A&F gear without hissing about what a transparent poseur the person who's wearing it is. We can't even begin to lay our hands on this toxic fashion.
But be our guest.