Abercrombie & Fitch CEO Mike Jeffries said last week that he “doesn’t want larger people shopping in his store”.
The comments caused uproar as Jeffries attempted to explain to the Business Insider that A&F markets towards the cool kids.
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “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.”
Since the comments went viral, a writer from LA, Greg Karber, launched an online campaign to undermine the brand’s “cool kids” image, Mashable reports. The video was posted to YouTube on Monday and has since had over 385,000 viewers.
The campaign encourages viewers to donate their A&F clothing to their local homeless shelter and share what they’re doing on social media.
A&F have yet to respond to the video.
