Tastefully Offensive: Abercrombie & Fitch Gets a Brand Readjustment

May 13, 2013

Abercrombie & Fitch Gets a Brand Readjustment


[gkarber]

96 comments:

kevin said...

I like there clothes and would not stop wearing because of what a ceo says anymore then I would stop eating chic fil a .. cause they hate queers

Kevin Iamso Smrt Beaudin said...

yes ...... Take a shower get a hair cut and get a damn job

Anonymous said...

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Jeniffer Parkes Rehor said...

lol Well I think this is funny! Helping people in need is great and pissing off the CEO of AF ....well more power to you! :) And hell yes! That man is UGLY as all hell! How did he end up being a "cool kid"?! Bet you he wasn't!

William Pimentel said...

The narrowness of your brain is boring. How black and white of you... idiot

English Is Hard said...

You dont know the difference between "their," "there," and "they're..."

You're their target demographic.

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lawn said...

I own one A&F item, a pair of shorts bought second-hand. Believe me, it's plenty bad enough for them if it's me seen wearing them.

Rubella666 said...

I don't think you realise just how insanely difficult that is to do when you have no money to clean yourself up with.


Also, getting a job doesn't fix the problem. A lot of homeless people have jobs they work really hard at and it's still not enough to keep a roof over their head.


I'm glad you've lead a privileged life but it doesn't excuse your ignorance.

Diann Borst said...

I am having a celebratory gathering when this company goes under!

kywjibo said...

Don't forget to mention the use of "then" and "than".

BillGalluccio said...

Why do people hate them so much? Are you all just jealous they don't make clothes for you? Are you all just upset that the CEO admitted his business plan publicly? As a private company they are free to make clothes for whoever they want. If they want to limit their customer base, and their income that is their choice. Contrary to popular belief companies do not have to make products for everybody.

pEEPSY said...

I disagree with this. Abercrombie & Fitch clothes is one of the sure-fire signs that someone is a douchebag; if just anyone starts wearing them, how will I be able to tell?

Jerry said...

Isn't there more going on in the world that is terrible and tragic and could benefit from our time and energy than some douche bag CEO? Wasn't there just 400 people who died in an unsafe garment factory that collapsed on them operated by Joe Fresh? Aren't there North Korean's planning for world war? Aren't there Japanese fisherman killing humpback whales that are going extinct in the Antarctic? Why why why is this getting the front page??? The CEO is a douche bag! great, we get it, move on. Make a video about something that matters to our future. That might save a few lives, isn't that worth all our time?

Alvaro De Cossio said...

Calm down, he's being sarcastic.

Art Iculate said...

OMG OMG OMG, what are you doing spending time posting here??? There are whales to save, starving children to feed, riots to quell, wars to end!

Joe said...

Because its funny as hell! I don't think it was meant to taken THAT seriously.

Nick Douglas said...

They're free to be assholes, and we're free to make them face the consequences.

Harry Baer IV said...

Hipsters wear Abercrombie & Bitch, but they do it ironically. Or non-ironically ironically. Or something.

JMac said...

Go dress yourself head to toe in A & F rags, Kevin. That's the best warning you can give the rest of the world that there's BS on two legs moving towards them.

JMac said...

A&F clothes don't wrinkle. They're no-irony.

Nate said...

Get a life. Welcome to America and capitalism.

LoveInsanity said...

Why would anyone pay top dollar to become a walking billboard for a clothing company? I've never been able to understand that. Cool kids don't pay money to help a brand advertise. Stupid, shallow ones do. What a racket.

Carol King said...

A "a women" (instead of correct: "a woman"); and also "your so right" (instead of correct: "you're so right") ; and "its the truth" (instead of correct: "It's the truth") Hello, my fellow grammar-nazis, English is Hard and kywjibo! 'Love that I am not the only anal-retentive editor on the computer! I think one generation of English (not english - incorrect) teachers were passed through their college education/teaching classes even though they flunked a bunch of grammar (not grammer -incorrect) tests, eh?

Carol King said...

Amen.

Carol King said...

...not meaning to be sarcastic because I agree with what you said, but are you from Brittain or Canada? You spelled "realize" with an "s"....honestly, I didn't realize that A&F was outside the U.S....or that these "tastefullyoffensive" posts were worldwide (kinda dumb of me, eh?)

Dayan Inikhaton said...

wait until they open their mouths.

diegueno said...

How about you go get some bad plastic surgery?

diegueno said...

if Kevin isn't being sarcastic to mock the callousness of the Mike Jefferies' of the world, I'd think all of the fortunes that have befell on Kevin were wasted on him.

diegueno said...

you never know

Fuzzy Knut said...

fucking retarded you ugly fucker

Much Too Much said...

You are to much. ;)

(To/too. This one also drives me nuts, by the way.)

largelay said...

SCREW YOU ABERCROMBIE & FITCH!!!! I say that everyone and anyone who has morals to themselves and others should unite and do the same thing..not just give to the homeless though, but just stop buying their clothing all together...There are many other brands of clothing out there that will suit just fine! Like I said "SCREW YOU ABERCROMBIE & FITCH, YOU SUCK!!!

Victorian Pirate said...

So essentially you're saying that your materialistic self-absorption is stronger than your moral code? Congratulations, you're a Twue Amewican.

gladstar93 said...

Exactly. If I'm going to wear some corporation's name in three inch letters across my chest, they are going to PAY ME to do it. I'm certainly not shelling out big bucks to advertise someone else's brand.

gladstar93 said...

Grammer nazis need to loose there attitudes.


Look, all my favorite hot buttons in one sentence! Huzzah!

meagain_4 said...

Abercrombie & Fitch clothing is made in sweatshops in Peru and other third world countries. The quality, workmanship, and style is poor. The advertising is good. I am a size 16 - no A & F for me!!! They deserve all the bad press they get. Up yours, A & F!!

橋本礼奈 said...

前半、人柄っていうのは顔に現れるんだなあとよくわかりました。

Jason DaCruz said...

Hair gel. Massive amounts of hair gel.

Dante "FUCK YOU" Donatello said...

Who gives a shit? Don't like his philosophy, don't buy it.


I don't support his beliefs, but he's allowed to have them.


Everyone loves tolerance and understanding until it isn't what they believe in.

derpherp said...

Tapout still makes clothes don't they?

Michelle Wiederman said...

https://www.facebook.com/noabercrombie

Michelle Wiederman said...

But yet, here you are...wasting time posting.

Michelle Wiederman said...

https://www.facebook.com/noabercrombie

Cait said...

We have Hollister and A+F here... unfortunately. And this blog post kind of blew up, I've seen it twice on my newsfeed on facebook.

Geoffrey Liu said...

Looks like he already did.

OJ Tibi said...

What if the homeless was like "I don't want them clothes made by a douchebag brand!"?

Roman said...

In other words you're transforming homeless to douchebags :)

Stella Kordun said...

This is superb! Is there any way to follow this campaign other than on Twitter?

peta said...

I came accross a tweet from a teenage girl bitching about someone not being cool enough to be an 'American Apparel' girl. Kids love brands and love buying into "exclusive" crap. It's got to be biological or hormonal or something.

peta said...

"As a private company they are free to make clothes for whoever they want" I don't think this is actually true. If I was a racist asshole and only wanted white people to wear my rags, that's illegal.

Xen Von Katz said...

Pointy shoes

sue wismer said...

I get trying to "hurt the brand", but this seems mean and manipulative to find "the worst people that AF would want to wear their clothes". Hate to see anyone used that way. Has to be a better way to do it -

Anastasia Lyon said...

In that case everyone should hate EVERY clothing band if they are run by douche bags. Just think about it.

Either asshole's make your clothes and target only cool kids or sweatshops make it for
everyone at cheater prices. I don't understand why people are so upset over A&F when your clothes most likely are made by children forced to work for 10c a day. Get educated people. We should be fighting the sweatshops which is such a bigger deal then A&F being elitist.

jon said...

feel free to email their asshole CEO: mike_jeffries@abercrombie.com

informaticus said...

tha's why i loved ed hardy, you could spot douchebags even at night thanks to all the rhinestones

People Eat Tasty Animals said...

no it's not.
It's immoral and douche-like...
But there is nothing Illegal about making a shirt/hat with racial slurs.
At least not in the U.S.

Liberals are stupid said...

WTF does this douche not wanting uncool people wearing his clothes have to do with Capitalism? Let me guess... You're a Communist?

TheBZA said...

"We'll teach you not to be snobby about your customers, Abercrombie. We'll give your clothing away to the WORST kind of people - HOMELESS PEOPLE!"

This is fucking stupid. Stick it to a corporation at the expense of the homeless and reinforce negative views about the homeless. Well-intentioned but wrong-headed.

TheBZA said...

And people are equally entitled to criticize the company's choice for perpetuating unhealthy stereotypes and negative views about people's bodies/appearance. Are you saying that, on one hand, the company can do whatever they want, but on the other, no one can disagree with them?

Lia Vassiliou-Pierce said...

It seems to me that this ass clown is going the way of Tommy Hilfiger when he states he never wanted black people wearing his clothes. Here in Canada it was mostly blacks wearing them. .now you don't see his brand advertised any more. I refuse to buy anything from Abercrombie and Fitch because even their kids line has almost naked people on their bags. That is wrong on so many levels.

barbara said...

If people who shop Abercrombie & Fitch would stop going and buying, who would be the biggest losers, why the CEO, he must be some kind of pig anyways,

Me said...

I'll join you :)

diegueno said...

I meant Nate.

Lia Vassiliou-Pierce said...

Did you forget about Tommy Hilfiger not wanting Black people wearing his clothes? That blew up big in his face and then years later what pops up? Tommy Bahamas. Aren't Black people in Bahamas?
Lauren Hill would rather starve and kill her baby than have white people buy her albums, where is she now?
This guy is gonna go in the same direction too, and am I the only one who thinks he might be a pedophile since his kidsline advertises half naked children?

ALEX said...

JUST SO I UNDERSTAND, YOU'RE SULLYING THEIR BRAND NAME BY HAVING THE MOST UNCOOL, DIRTIEST, DOUCHE BAGGIEST, & LOWEST OF SOCIETY WEAR THEIR CLOTHES... THE HOMELESS.


NICE MESSAGE.


YOU'RE WORSE THAN A&F.

Deborah Aldridge said...

I love this man. I wish I could afford to help, but all the clothes I get from thrift stores, I have to wear myself. I'll keep it in mine, though, while looking through the bins at Goodwill bargain barn.

Deborah Aldridge said...

I bet he's having apoplexy as we type. I love it.

Deborah Aldridge said...

My son had a job and he was homeless. Lived in a shelter for a year before someone took him in.

susie said...

are you saying homeless people are "not so cool" then?

susie said...

my thoughts exactly......By giving these shirts to the homeless they are saying that the homeless are the "not so cool kids" that abercrombie is talking about

ladybirdabroad said...

It's Britain, by the way, and yes, there is a world outside the US and most of us live in it! I'm writing this from Africa, where half the continent is a down at heel fashion parade of fake brand rip offs. Why pay for the real thing when you can have the fakes for next to nothing?

Jessica Hill said...

Hi there,

Did the owner and ceo really say those words? where is the quote from? I am totally going to get behind this and spread the word, just want to make sure I have my facts straight.

Judith Iscariot said...

Which, to me, kind of makes the guy filming it a dick even if he's buying clothes for homeless people. He's using them as a means to an end - the end being to lessen the "coolness" of a&f - and I'm not entirely sure he understands that that makes him an asshole.

sulde said...

I get it, I do. But this is offensive to the homeless. The more productive thing would be to gather up A&F's clothing and sell it on eBay, where it's a seller, and then donate the money to a homeless shelter or food pantry. Ask frends to do this and before long you'll have made a real impact on the lives of people who aren't as fortunate. And besides, A&F's dumbass CEO is doing a bang-up job of killing the brand without any help from do-gooders. My fav story is the one about the fat girls who walked into a store and tried on a bunch of clothes, to the horror of the sales staff.

English101 said...

Holy shit you need remedial english. A&F purposely throw away their unsold clothes because they don't want homeless people tarnishing their brand. Good job making an ignorant turd out of yourself. Bravo.

Alexis Elizabeth Drob said...

Hey we should do this kind of thing to other high class, high fashions products, even furniture.

peta said...

It is illegal. I'm Australian and even I know that about american law.
http://www.legalzoom.com/us-law/equal-rights/right-refuse-service

peta said...

also, I never said anything about racial slurs on t-shirt. That's an entirely different conversation.
I like you're name btw. Very clever:)

BlackShepherd said...

A&F has always made advertisments that border on porno with teens involved. I have always despised them and their porno ads. Their clothes are too sexy for children as well. I hope every homeless person from FL to CA has on an A&F piece of clothing. YAY!

ALEX said...

English 101, re-watch the video and focus on comprehension.

As ugly as A&F's marketing may sound, you're wrong when you say, "A&F purposely throw away their unsold clothes because they don't want homeless people tarnishing their brand."

Nothing is mentioned about "unsold clothes" or anything about a rationale of not wanting "homeless people tarnishing their brand."

The video actually says that when clothing is damaged (not unsold), instead of donating to the poor or unfortunate they burn them. There could be many reasons, including brand protection and legal contracts, for not allowing damaged clothing in circulation, none of which may have anything to do with slighting the homeless.

It's a false dichotomy to suggest a company can only burn (and be a bad company) or donate their clothing (and be a good company). The narrator made the worst assumption and you fell for it hook, line and sinker.

From the video, the only person slighting the homeless was the narrator and, presumably, you since you bought into the assumption.


That is, since A&F never opined on their homeless views and they are not otherwise reported in the video, the only person suggesting that homeless are dirty or even had the ability to "tarnish" a brand merely by being homeless and in possession of clothing, was the narrator.

MiddleAgedFatGuy said...

Here is a thought, and this idea costs a LOT less to accomplish.

Get all the 'non' AF customers and make an arranged day and time to go to your nearest AF store and just 'window shop'...ALL DAY!

If his theory is correct that the 'cool' kids shop there when they see other cool kids...or cool employees...what happens when all their stores are bustling with un-cool kids?

Learn to hurt someone where it hurts the most...in their wallet!

porcupain said...

this is fine and worthwhile. piss off CEO douchebag. cool.


that idiot petition on change.org is the most nonsensical way to handle the recent news, though. let's not just plain avoid their shops or organize some sort of boycott. instead, let's make them change their practices so everyone can share in the douchy clothing. brilliant.

Conspiracy Einstein said...

I don't know what the big deal is. I only associate with attractive people, too.

Rebecca Cares said...

People who say this video is offensive to the homeless are missing the point. Its the snobby CEO of AF who would find homeless people displeasing to his sensibilities. The clothes are being given to people the CEO would consider lowly. Its not the videographer who considers them lowly.

Fact Checker said...

Tommy Hilfiger never said that. He's never even been on Oprah. Don't ruin someone's reputation just because you're too lazy to fact check something: http://www.snopes.com/racial/business/hilfiger.asp

Don't Spread Stupidity said...

Get your shit straight. Tommy Hilfiger never said that: http://www.snopes.com/racial/business/hilfiger.asp

The Baroness said...

I volunteer for an organization that provides, among other things,
clothing. We are *always* in need of men's clothes. I suspect this is
the case everywhere, b/c men tend to wear their clothing until it falls
apart. So if this little campaign helps lessen that need, awesome!
And if it does so while putting money into the Good Wills and AmVets
around the country? Even better!!

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Ella Silver said...

I'll say this slowly so i don't have to repeat myself... To douchebags like AF's CEO.. they are. And that's the point.

it's not because they're uncool or ugly. it's because HE WOULD THINK THEY ARE. So to piss HIM OFF...

you can make the last leap yourself. Surely.

Ella Silver said...

facepalm.

Sebastian Jaks said...

The irony is that there is nothing special about their clothes. They are trendy and nothing more. They do not bring fashion to the level of art nor do they have exquisite craftsmanship. I can go buy an iron on 'A', '&' and 'F' and stick them on a basic t-shirt. He calls the brand exclusionary and doesn't even have the product to back it up.

Cake Con said...

Because being associated with being homeless is soo horrific?? What? I think this is an awful idea? How degradinge and patronising to other human beings, who happen to be homeless. The idea that to get at an elitist and exclusionary brand we are going to try to associate them with people we consider to be lower. This reinforces homeless peoples position as lesser, as dirty, as the kinds of people you don't want to be associated with and plays on their increased likelihood to need to rely on charity. If I were homeless (and I could well be someday) and somebody approached me like this, because being me was so disguisting and vile I would tell them where to go

callsmasiseesm said...

Umm, why didn't YOU take him in? After all, he's your son!

Diane said...

My husband and I were in college and we bought 2 kinds of

Abercrombie & Fitch backpack bags back in 1999 and we still have those bags. We were fit in 1999, got married and pregnant and have kids. We are both fat and CEO should not say shit about us. I think we should bring those bags to give to our mental health clients they need bags and too poor to afford for nice bags !

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