Abercrombie & Fitch rebranded in Skid Row -> #FitchTheHomeless

When the headline: "Abercrombie and Fitch Would Rather Burn Clothing Than Donate to Those in Need" caught Greg Karber's eye, he knew that he had to gave a “brand readjustment” to Abercrombie & Fitch. He dashed off to goodwill and asked for "the douchebag section" to find and buy as many Abercrombie & Fitch items they had. Bag full of Abercrombie & Fitch clothes he then heads to skid row where here gave the clothes away to homeless people. Abercrombie and Fitch want "the attractive all-American kid" wearing their brand and told Salon in an interview that "a lot of people don't belong in our clothes."

“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 , and they can’t belong. Are we exclusionary? Absolutely."

Mike Jeffries to Salon.com

Yes folks, it's the classic brand sabotage, like when competitors gifted Snooki someone elses branded bags. Greg Karber wants you to join in. You too can donate to the nearest street bum. Go to goodwill, go to your closet, find the Abercrombie and Fitch items you're not using, donate the clothes to goodwill, straight to people you find living on the streets, or homeless shelters and spread the word with the hashtag #FitchTheHomeless

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (4)

  • poorpeoplesuck's picture
    poorpeoplesuck (not verified)

    This just makes me like Abercrombie more. Homeless people suck. No one wants them around. There is nothing wrong with wanting to be elite and distinguished.

    May 15, 2013
  • kidsleepy's picture

    This wasn't an Abercrombie thing, number one. It was self-promotion for a director to try and get more eyeballs on his work. Unless Abercrombie is so genius all of a sudden they went meta on us, but I hardly think so.

    Also, I hate to tell you, if you're buying clothes in suburban shopping malls, there is nothing elite or distinguished about you. in fact it's quite the opposite. you are pedestrian.

    May 15, 2013
  • Sonsern's picture
    Sonsern (not verified)

    #Fitchthehomeless is a viral movement to spite A&F and make them the no. 1 brand of the homeless. Many believe that the whole idea is degrading because the homeless people are being used to contrast the idea of cool by positioning them as "unworthy," or lesser human beings. And it’s not clear whether, from the homeless perspective, this stunt is actually helping anything.

    In response, P1124 has started a “Wear One, Share One” campaign to clothe the same homeless people on Skid Row. But unlike the #fitchthehomeless movement, whose goal is to shame Abercrombie without regard to the wellbeing of the homeless, P1124's sole goal is to uplift and bless the homeless. The “Wear One, Share One” Campaign is simple; buy one shirt, get two, one to wear, one to share. Lets #uplifthehomeless, and show them that they are worthy of receiving the same new clothes that we purchase for ourselves. Make P1124 the title of no. 1 brand of the homeless.

    Watch the video: http://www.youtube.com/watch?v=9T-6sLb8qWg

    Learn more about the movement: http://www.indiegogo.com/projects/p1124-the-number-one-brand-of-the-home...

    May 22, 2013
  • Dabitch's picture

    With those mustache sweatshirts, the game "hipster or homeless" is going to be ever harder to play.

    May 26, 2013