The CEO of Abercrombie & Fitch, Mike Jeffries, in an interview with the magazine "Business Insider"(a while back), made some comments that have now been circulating through social networks that have outraged many people.
Jeffries and the company are now trying to minimize the damage that has been done by posting on Facebook that the company is "completely against discrimination, bullying or any other anti-social behavior."
In a form of protest to show that anyone can wear this clothing, which is not only for those with a perfect body or who are popular. A Los Angeles man has taken the task of distributing this brand of clothing to low income and homeless people.
Greg Karber is the person behind this protest and is hoping to teach Abercrombie and Fitch a lesson (who is also known for casting people who want to work in their stores). Through Twitter with the hashtag # FitchTheHomless, Karber made a call to everyone to start give away their “A&F” clothes to those who need it the most. Also, in a video Karber explains this initiative by saying "today we will change the brand."
This is not the first time that this company finds themselves in hot water with a discrimination problem, where previously the company had refused to make extra sizes which offended some people, and eventually affect their sales. The company has also been in some legal trouble before, when a model sued them for an agent masturbating himself while watching him during a photo shoot.