Tuesday, May 14, 2013

Mike Jeffries & the Wrath of the Internet

Abercrombie & Fitch CEO Mike Jeffries

In a recent interview for Business Insider, The New Rules of Retail author Robin Lewis brought back to life a 2006 Salon interview with Abercrombie & Fitch chairman and CEO Mike Jeffries (68). Jeffries states that his cool and popular brand only caters to thin and beautiful people (translation: plus-size subhumans don't belong in A&F clothes) and the resurfaced interview has caused a wild uproar on the Internet.

Said Jeffries:
That's why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that.
There are petitions to carry plus sizes, countless boycott videos on YouTube, and off course Jeffries also became a meme:

mike jeffries hideousmichael jeffries ugly mike jeffries ceomike jeffries hideous

LA writer and filmmaker Greg Karber takes the protest to a whole new level, though. Upon finding out that Abercrombie & Fitch burns damaged clothing to keep them out of the hands of the homeless, he encourages people to hand out A&F apparel to the homeless, hoping to make Abercrombie & Fitch "the No.1 brand of homeless apparel".

fitch the homeless

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