This is what happens when you publicly say you only want “pretty people” wearing your clothes.
After Abercrombie & Fitch’s beachy-blonde (and caricature-like) Mike Jeffries admitted that he only wants to sell clothes to “cool kids” of a certain size, Greg Karber decided to do a little project:
Take Abercrombie’s clothes and give them to homeless people along Los Angeles’ gritty Skid Row in an effort to destroy the brand.
Why? Because this is what Jeffries had to say about his beloved brand:
“We go after the attractive all-American kid with a great attitude and a lot of friends,” he told Salon.com in 2006. “A lot of people don’t belong (in our clothes), and they can’t belong. Are we exclusionary? Absolutely.”
Not to mention large sizes are rarely sold in stores and when clothes are damaged, instead of donating the items to the less fortunate, the company burns them.
And yes, if you were wondering…this man is actually the devil:
He scoured racks at Goodwill to turn up armfuls of used Abercrombie clothes, and then handed them to the homeless. Karber urged others to purge their closets of the brand’s gear, and give the used goods to local shelters.
Supporters are now using the hashtag #FitchTheHomeless to share their exploits and commend Karber’s efforts.
Check out the video above to see Karber’s project.