#fitchthehomeless: when “striking back” is just wrong.

Posted on May 16, 2013


You’ve probably watched the video by now. In it, Greg Karber claims that he’s striking back — and we should too — against Abercrombie & Fitch CEO Mike Jeffries for this quote: “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.” Never mind the part about the quote being completely outdated.

I agree; this is an awful statement. And maybe we should all boycott A&F. What I can’t get my head around is why Karber thinks it’s ok to exploit homeless people to make a point. By giving them the A&F clothes as a way to get back at Jeffries, he’s explicitly saying that homeless people are the uncool kids. Walking around handing out old Abercrombie t-shirts to homeless people who need a good meal, a compassionate listener and a shelter for the night isn’t really helping their cause.

It’s just making him look like  the “douchebag” he calls people who wear the A&F brand in the first place. 

Man Strikes Back at Abercrombie & Fitch by Giving Its Clothes to the Homeless | Adweek.

Posted in: Crisis comms