Man Strikes Back at Abercrombie & Fitch by Giving Its Clothes to the Homeless | Adweek Man Strikes Back at Abercrombie & Fitch by Giving Its Clothes to the Homeless | Adweek
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Man Strikes Back at Abercrombie & Fitch by Giving Its Clothes to the Homeless Stunt takes apparel brand beyond 'cool kids'

It's fairly well established that Abercrombie & Fitch doesn't want the wrong sort of people wearing its clothes. A couple of years back, it even offered (as part of a goofy PR stunt) to pay Jersey Shore star Mike "The Situation" Sorrentino to stop buying its apparel, saying his implicit endorsement "could cause significant damage to our image." Now, the clothier is getting heat for its supposedly exclusionary marketing policies once again—this time based on a 7-year-old quote from CEO Mike Jeffries. In the quote—dredged up in the wake of similar criticisms levied at A&F in a new book—Jeffries says, "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." That incensed a guy named Greg Karber, who decided to try to piss Jeffries off by giving A&F clothes to the most uncool kids he could find—homeless people. Despite Karber's best intentions, his video of the stunt comes off as forced and, in a way, exploitative itself, as he's simply using the homeless as a tool to trash the brand. (The charity aspect is clearly incidental.) But the video, posted Monday, is quickly closing in on a million views, proving yet again that hating on Abercrombie is a pastime most people can get behind.

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