I have never kept my thoughts toward the Abercrombie & Fitch franchise quiet. I have ALWAYS loathed everything it stands for. Superficial materialistic shallowness. I have often sparked debate with friends who insist on buying A&F clothing, bags and cologne.
Adamant that I would never set foot in one of their stores, the news last year of one opening on Dame St in Dublin, an area I pass by regularly, did not sway me in the slightest. In fact, I felt my blood rise in temperature as I walked past the architectural beauty that now housed a company that targets only “thin and beautiful” people. Outside the building stood Beavis and Butthead (I’m sure they had lovely names) like hairless wax works, stripping their bleached teeth through Cheshire cat smiles, wearing only jeans & red jackets, showcasing what I assume A&F believe young males wish they looked like, and young females wished their boyfriends looked like.
A&F CEO Mike Jeffries recently provoked outrage by refusing to sell XL garments to women. “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. 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. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.”
Cue – Los Angeles film maker Greg Karber. Karber posted a video titled, ‘Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless.‘ Here Karber is seen purchasing second-hand A&F items in Discount Stores and making his way to ‘Skid Row,’ an area in East Los Angeles that is hugely populated by homeless people, and he begins to distribute out items amongst them.
I find the exploitation of these ‘unfortunates’ and the treatment of homeless people as objects, who will now be used to ‘stain’ the A&F brand, deplorable. The video and the whole concept of #FitchTheHomeless is disgusting…
But that’s just my opinion, have a watch of the link below and decide for yourself.
Posted by Grace O’ Reilly @graceyosmiley