Video gives Abercrombie 'a brand readjustment'

Los Angeles-based filmmaker Greg Karber has become a YouTube sensation after he released a video mocking Abercrombie & Fitch for offensive remarks made by the brand's CEO.

Los Angeles-based filmmaker Greg Karber has become a YouTube sensation after he released a video mocking Abercrombie & Fitch for offensive remarks made by the brand's CEO.

In the video, “Abercrombie & Fitch gets a brand readjustment #fitchthehomeless,” Karber pulls quotes from Abercrombie CEO Mike Jeffries in a recently resurfaced interview from 2006. Jeffries said the company only wants to market to “cool, good-looking people.”

The video, which has garnered more than 4.3 million views since it was uploaded on Monday, shows Karber giving Abercrombie clothing to homeless people. He calls the company “terrible” and tells people they should give away their “mistakenly purchased” Abercrombie clothes to homeless shelters.

“Together, we can make Abercrombie & Fitch the world's No. 1 brand of homeless apparel,” he says in the film.

On Thursday, Jeffries, who said in 2006 that Abercrombie is an exclusionary brand and doesn't want to market to “fat” or “not-so-cool” kids, issued a public apology for his remarks. The company also posted the statement on Facebook.

In the semi-backhanded apology, Jeffries stated, “While I believe this seven-year-old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense.”

He went on to say that Abercrombie is an “aspirational brand,” but it is “completely opposed to any discrimination, bullying, derogatory characterizations, or other anti-social behavior based on race, gender, body type, or other individual characteristics.”

Despite his attempted apology, which was received negatively by fans on social media, Abercrombie has a lot of work to do to repair its image. It may take several years before consumers find the company sincere in anything it does. 

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