Fitch The Homeless with Abercrombie & Fitch

When Abercrombie & Fitch CEO Mike Jeffries declared he only wanted the ‘cool kids’ shopping in his stores, the internet was… astonished. Partly because we had no idea being a woman and being above a particular size correlated to how ‘cool’ you were. And partly because… well, have you seen Mike Jeffries? He looks like a man stewed in brine with three months.

Greg Karber is just one man who was outraged by Jeffries manifesto, and to tackle this line of thinking has come up with a creative and proactive way of tackling the issue. He’s giving the brand to the homeless.

By collecting clothes from his local thrift shop’s ‘douchebag section’, Karber donates this clothing to some of LA’s poorest and most in need. Not only is this beating Jeffries at his own narcissistic game, but it’s actually finding a helpful solution to the brand’s weird body dismorphic policies. To learn more about this campaign, watch the video and visit Greg Karber’s twitter.

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