vicemag:

Please Don’t #FitchTheHomeless

I’m sure by now you’ve seen that video that Los Angeles-based writer Greg Karber made where he hands out a buch of Abercrombie gear to homeless people. It’s embedded above if you haven’t.

Karber made the video in response to that stuff that Abercrombie CEO Mike Jeffries said about their “no women’s clothing above a size 10” policy. Essentially, Jefferies only wants “thin and beautiful people” shopping at his stores, because he doesn’t want the “cool kids” to have to endure the horror of seeing a fat person wearing the same outfit as them. I think we can all agree that the most shocking part of Mike’s statements is that they reveal there’s a person out there who thinks that the cool kids are wearing Abercrombie.

Photo via

Karber handed out A&F clothing to, as far as I can tell from the video, a fairly bewildered homeless population on Los Angeles’s Skid Row. His goal was to “rebrand” Abercrombie & Fitch by putting their clothing not on the cool kids that Mike Jeffries so loves, but on the homeless, who, I guess, are the opposite of cool.

Now, if you only think about it for a few seconds, it would appear that this is a great campaign. Karber wanted to make a point about Abercrombie & Fitch and to “clothe the homeless,” in his words, while doing it. Unfortunately, “Fitch the Homeless,” as Karber dubbed his campaign, is fucking stupid. For one thing, Karber doesn’t appear to ask these people if they want Abercrombie & Fitch clothing, or if he did ask them, he cut those parts from the video for some reason. He just sort of dumps polo shirts and A&F brand tees onto the residents of Skid Row, as if they were pack mules and he were a sherpa venturing into the mountains to deliver striped rugby shirts to a monastery.

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Oh thank god someone else said this. I was really starting to think I was alone in thinking a lot of this.