A quote by the CEO of Abercrombie & Fitch has not only gained a lot of attention, but has also sparked a larger Internet campaign. The campaign, started by LA-based writer Greg Karber, is attempting to “rebrand” Abercrombie & Fitch by donating the company’s clothing to the homeless.
The video, which has since attracted nearly 400,000 hits, Karber encourages viewers to donate their Abercrombie & Fitch clothing to a local homeless shelter, and then share what they’re doing on social media. His goal? To make Abercrombie & Fitch “the world’s number one brand of homeless apparel.”Some commenters have criticized the campaign for objectifying and demeaning homeless people, but Karber said this was not his intention.
Why I’m Curious
I initially agreed with some of the critics, saying it objectifies homeless people, but I think that only came across in the video due to their reluctance of taking the clothing. What I’m really curious about is how this campaign was started when another writer reignited an article written in 2006 by commenting on it. There is no cause or brand behind the campaign, it is fueled by social media and people. There have already been over 7,000 uses of #FitchTheHomeless and over 4 million video views. I’m eager to see if this will ignite a change in A&F.