Los Angeles filmmaker Greg Karber took to YouTube in order to express his feelings for the Abercrombie & Fitch CEO, Mike Jeffries.
Jeffries has been in the spotlight lately for several comments he made in 2006 to Salon magazine regarding his business techniques. Jeffries bluntly expressed his ideal customer as "good looking and cool."
"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. A lot of people don't belong (in our clothes), and they can't belong. Are we exclusionary? Absolutely."
Not only does Karber compare Jeffries to Biff from "Back to the Future," but he asks all people to band together in order to re-brand Jeffries' clothes line. In the film, Karber gathers Abercrombie & Fitch clothes and begins to donate them to several homeless people. Karber proposes that in this new movement, Abercrombie & Fitch could be re-branded as the No. 1 brand of homeless apparel.
The video has already attained more than 4 million views and has ignited Twitter with #Fitchthehomeless.
While many have joined Karber in his cause, many have also raised concerns. Thomas L. McDonald discussed why he won't join the #Fitchthehomeless cause in his article posted on Patheos.
"This stunt is based on the exact same premise offered by Jeffries: that some people are 'unworthy' to wear A&F clothes," McDonald wrote. "The hipster doofus handing out A&F clothing to people on the street is doing it because he accepts the notion that they’re somehow lesser than 'the rest of us.' His stunt has no bite without this assumption."
McDonald continues by pointing out Karber's carelessness when handing out the free clothes.
"He gives something to a decidedly plus-sized woman when we already know A&F doesn’t make plus sized clothing. These people are just being used as props."
A post by Grace O' Reilly displayed concern for the degrading portrayal of the homeless.
"I find the exploitation of these ‘unfortunates’ and the treatment of homeless people as objects, who will now be used to ‘stain’ the A&F brand, deplorable. The video and the whole concept of #FitchTheHomeless is disgusting."
The video also has more than 1,000 comments with differing opinions.
Zoeanonymous wrote, "I like the idea of exposing and sticking it to A&F, BUT this guy's approach unsettles me. It feels like he's using homeless people to make a point. To me, it would be different if he explained what he was trying to do and asked homeless people if they'd like to participate and asked for their thoughts and opinions on clothes and exclusivity. Aside from giving people clothes, which I support, I don't see him doing much to help people."
JetHawk posted, "I wonder if the CEO made a good business decision because seems like everyone hates him now rather than agreeing with him. Maybe it would have been better just to say he wants to motivate fat people to become fit and end obesity in America."
Trackandhp7 said, "What's the problem if A&F doesn't sell to plus-sized people? If you can't find your size, don't shop there. I don't sue KFC for not selling vegetarian food just because I can't eat meat. If I don't fit in somewhere, I go somewhere else."
The video can be viewed on Karber's YouTube channel. One word used in the video may be offensive.