Ditch the Fitch
A different approach to #fitchthehomeless
Please watch the video before reading the article
This video, unfortunately, implies homeless people are the only one's desperate enough to wear Abercrombie and Fitch. This is unfair and although I agree with what Greg is trying to prove, I don't agree how he is implementing his ideas. To hear the people of Skid Row's reaction to the video read this wonderful article from Rachel Karman.
The A&F boss had no shame in being openly prejudice against his definition of 'ugly' back in 2006. Now he states:
"We are completely opposed to any discrimination, bullying, derogatory characterizations or other anti-social behaviour based on race, gender, body type or other individual characteristics."
This is supposed to be an apology. Yet there are still no sizes over a large for females on his shelves. Refusing to make XL and XXL for women is more than just distasteful, it is prejudice. Whether he acknowledges it himself or not. It goes against human rights, for the equality of both males and females. Abercrombie produces XL and XXL for males. So why should women be discriminated against, what fashion crime did they commit?
The only crime occurring here is Mike Jeffries blatant disregard for the general public. In the UK a size 16 (US size 12) is the national female average, and the brand is now going to remove any size above a UK 14 (US size 10.) This is the majority of the spending nation that Jeffries wishes to over-look for his ideal clientele. I am not an Abercrombie Model and neither is the majority of the worlds population.
Abercrombie & Fitch has shocked its customers, investors, retailers, and just about anybody else who is paying attention to their provocative marketing campaigns. Campaigns that include questionably young models showing off the brands latest styles, in ways that many find to be sexually explicit and exploitative. Throughout his 17 years as the leader of the Abercrombie brand, Jeffries has acknowledged the company’s intention to sexualize its marketing, and adamantly denies that there is anything inappropriate about it.
There are much better ways to show your dislike for the aforementioned brand than to force it upon the unsuspecting homeless. I suggest a new campaign, mentioned by many already in the form of #DitchTheFitch. Rather than giving it to the people that A&F don't want to wear it. Don't buy the products. Bin what you already own. Get it known globally what a sham of a human being the C.E.O is in a different way. A way that would actually affect him wear it hurts, his pocket. If everyone in the world stopped buying the brand, we wouldn't have to deal with his negative opinions or be made to feel like a minority.
Boy-cot the label and ditch the Fitch.
If you really feel the urge to have something to express your dislike for the company get yourself an anti A&F tee/sticker, brought to my attention today by Scott Dovey
via twitter.
If that hasn't infuriated you enough here are some actual quotes from Mike Jeffries. None of these have been embellished, believe it or not.
“Candidly, we go after the cool kids... A lot of people don’t belong [in our clothes], and they can’t belong,”
"Are we exclusionary? Absolutely."
"We go after the attractive all-American kid with a great attitude and a lot of friends. "
“We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that.”
"[Abercrombie] would rather burn their faulty clothing than donate to charity. Poor people wearing the clothes is bad for our image" - A&F Spokesperson.
I would personally never wear Abercrombie and Fitch, the designs are bland and egotistical with little substance. On a trip to Milan last year my friend and I went into the store and walked straight back out. The models were rude, the store un-inviting and the clothing mediocre at best. There is nothing "aspirational (to quote the C.E.O)" about the brand.
I would like to see some of the good they have done for the fashion world and perhaps my opinion can be changed. Until then I am firmly against this companies beliefs and suggest we all #DitchTheFitch
Tweet #DitchTheFitch
apparelreview@london.com