Abercrombie & Fitch CEO Mike Jeffries recently drew ire for elitist comments in answer to why A&F doesn’t carry XL and XXL sizes. The company that has been much maligned for only hiring attractive employees only wishes for similarly attractive “cool” people wear their brand.
In retaliation, Greg Karber has started a movement to donate Abercrombie & Fitch clothing to the homeless. His creative brand readjustment involves scouring consignment and thrift store racks for the Abercrombie brand and donating the clothes to homeless charities.
A video that he posted to his Youtube account has garnered over 5 million views and national media attention. The brand-trolling movement even has a trending Twitter tag #FitchTheHomeless.