Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless

If you haven’t heard about the latest news in size discrimination…just Google “Ambercrombie & Fitch CEO” and “Cool Kids”.  I guess the PR department thought it would be a good idea to say that AF is exclusively for the thinest and coolest kids.  They only hire hot kids to work the stores and they burn their returned clothes instead of donating them.

The displays of outrage have been amazing!   From Kirstie Alley‘s public slam, to people mailing back their AF clothes with a letter saying they’ll boycott the line to this guy handing out AF apparel to the homeless.  I LOVE this campaign!   Everyone should do it…take the AF out of their closets and give it to the less fortunate.  I don’t expect Abercrombie & Fitch to be all inclusive.  If they don’t want to service bodies over a size 10, that’s fine with me.  My feeling is if you only offer certain sizes, just spin it in a positive way.  It’s the negative effects of a disgusting and sloppy PR scandal that disturbs me.  It’s ok to not carry a size 12, but you don’t need to fuel a thinspo epidemic.

Side thought: I hope they don’t pass a law obligating companies to include all customers.
I prefer creative activism to passing laws.



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