Filmmaker ‘rebrands’ Abercrombie & Fitch with clothes donations to the homeless
A Los Angeles filmmaker has garnered more than half a million views on YouTube in just two days for his effort to show up clothing manufacturers Abercrombie & Fitch while doing some charity work.
Greg Karber told KNBC-TV on Tuesday that his “Fitch the homeless” campaign began after comments made in 2006 by the company’s chief executive officer, Mike Jeffries, recently resurfaced as part of an article on the company’s sizing policy.
“We go after the cool kids,” Jeffries told Salon magazine. “We go after the attractive all-American kid with a great attitude and a lot of friends.” Jeffries went on to admit without regret that Abercrombie’s policies were exclusionary.
More recently, Business Insider reported that the company refuses to offer XL and XXL-sized clothing to women for the same reason.
“Someone posted, somewhere on the Internet, that, ‘Don’t worry, karma would catch up to this guy,'” Karber told the station. “I just thought, ‘That was so silly. He was one of the largest retail CEOs … Karma’s never gonna catch up to this guy. But maybe I can do something to make karma catch up to him.'”
In the video, Karber visits a local Goodwill store and eventually finds Abercrombie clothes after asking to be directed to “the douchebag session.” He then heads to the “Skid Row” area in East Los Angeles to distribute the clothes to the local homeless population.
“At first, people were reluctant to accept the clothes,” he says. “Perhaps they were afraid of being perceived as narcissistic date-rapists.”
Karber’s short film, posted on Monday, can be seen below.