We told you last week about Abercrombie & Fitch CEO Mike Jeffries only wanting his brand’s clothing worn by “cool kids” — i.e. no one that falls outside the stereotypical “All American” standards of beauty, including girls over a size 10. “A lot of people don’t belong [in our clothes], and they can’t belong,” Jeffries once said in an interview. “Are we exclusionary? Absolutely.”
To make matters worse, it seems that less-than-cool kids aren’t the only people who don’t “belong” in A&F clothing — when garments are damaged and/or cannot be sold, rather than donating the clothes to people who need them, the company reportedly burns them. Why? Because homeless people aren’t the sort of brand representation A&F wants. So basically, Abercrombie has sent this branding message into the universe: “Six-pack abs and chiseled jaw required. Soul optional”.
In response, Greg Karber decided to give Abercrombie a brand makeover. After sifting through the “douchebag section” of his local Goodwill thrift shop for donated A&F clothing, Karber headed to LA’s Skid Row to hand out the clothes to the homeless, who, after displaying initial reluctance to accept the clothing (which Karber attributes to a fear of looking like “narcissistic date rapists”), eventually accepted the A&F clothes, completing phase one of Karber’s mission.
However, in the video below, Karber says that he can’t “clothe the homeless or transform a brand” all by his lonesome, and urges viewers to get involved. A grassroots re-branding campaign to teach a company to grow a soul? Like we said before: we sense a Glee episode coming on…