Abercrombie & Fitch Homeless Social Media Campaign After CEO Says Clothes Are 'Only For Cool Kids' [Video]

After the CEO of Abercrombie & Fitch said their clothes were "only for the cool kids," filmmaker, Greg Karber, provided Abercrombie & Fitch homeless models as a way to draw attention to Abercrombie & Fitch's horrific marketing strategy that is now backfiring. 

The CEO of Abercrombie & Fitch is far from homeless. Mike Jefferies said back in 2006, to Salon: 

"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."

A Los Angeles filmmaker, Greg Karber, wanted to remake the Abercrombie & Fitch brand by finding Abercrombie & Fitch clothes in local thrift stores and donating it to the homeless, discovering Abercrombie & Fitch homeless models as a rebuttal to Jefferies exclusionary comments about who, exactly, wears his clothes. 

A Gather interview with an Abercrombie & Fitch district manager in 2010 showed that Jefferies marketing extended to donations. The Abercrombie & Fitch manager, speaking on the condition of anonymity, said in the interview:

"Any clothing that has any type of blemish, including things such as a stitch missing or a frayed fabric, gets sent back to the company for immediate disposal."

The manager continued:

"Abercrombie and Fitch don't want to create the image that just anybody, poor people, can wear their clothing. Only people of a certain stature are able to purchase and wear the company name."

Karber has started a social media backlash against Abercrombie & Fitch after learning about the company's strategy. 

The hashtag #FitchTheHomeless is Karber's attempt to change the business practices of Abercrombie & Fitch, while clothing the homeless. The Abercrombie & Fitch homeless campaign is a direct rebuttal of Abercrombie & Fitch's practice of discarding clothing rather than letting it fall into the "uncool" hands of the homeless and others who can't afford the pricy Abercrombie clothes. 

Pass the word along and help the Abercrombie & Fitch homeless campaign now.