WATCH: Abercrombie clothes for the homeless; filmmaker hits back at brands “elitist” attitude

Posted at 1:13 PM, May 16, 2013
and last updated 2013-05-16 13:13:43-04

LOS ANGELES (PIX11) – An L.A. filmmaker is hitting back at fashion chain Abercrombie and Fitch after some controversial comments made by the brand’s CEO back in 2006 have recently gone viral. He’s launching a campaign to re-brand the company.

CEO Mike Jeffries boasted about the fact that the company refuses to make clothing for plus-sized women in an interview with Salon Magazine in 2006. The comments have recently gone viral.

“We go after the cool kids,” Jeffries said in the interview. “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.”

Writer Greg Karber says he was so offended by the company’s attitude, he decided to find a way to change the company’s elitist branding. The result is the video below, where Karber hands out Abercrombie and Fitch clothing purchased at charity stores to LA’s homeless population.

“Like a lot of people, I was very upset by the CEO’s comments that sort of resurfaced into our collective consciousness last week, and I wanted to do something to show him and other people that this wasn’t acceptable,” Karber told CNN.

“He didn’t just say there was a target market for Abercrombie and Fitch,” Karber added. “He said that certain people can’t ever belong and that sort of message of exclusion is just a horrible thing for a giant, massive retailer of clothing for teens and young adults.”

Karber is asking Americans to take his idea a step further–encouraging other people to donate Abercrombie clothes to the needy, in the hopes the company will become the “Number one brand of the homeless.”

So far his video has more than 4 million view on youtube, and has elicited a huge response on twitter under the hashtag #Fitchthehomeless