There's always prejudice in fashion. No matter how hard people strive for equality, those who are thin and beautiful, in the conventional sense, will always have the upper hand. There have been countless plus size campaigns, and although several have proven successful, they fail to alter the pre-established fashion model standards. Designers want people to look good in their clothes as to attract more customers, and by societal norms, those who are skinny and "beautiful" are going to look better.
There are many stigmas attached to this common ideology, and one man is now standing up for what's right. A Los Angeles filmmaker is planning his revenge on Abercrombie & Fitch because they only want "thin and beautiful people" to wear their brand. In doing so, he distributed their clothing to LA's homeless.
Greg Karber documented his trip through East Los Angeles, stopping in skid row to hand out the brand's clothing. The documentary is called "Fitch the Homeless," inspired by the company's decision to destroy unsold clothing rather than donate it to those in need. The brand feared it could tarnish their image if worn by the wrong people.
"I was so mad at Abercrombie & Fitch I made this video to change their brand," Karber said. In the short documentary, Karber purchases Abercrombie clothing from a thrift shop and makes his way to skid row to distribute the items amongst the homeless. At the end, he encourages viewers to donate any Abercrombie & Fitch clothing they may have to shelters.
Last week, the brand was accused of purposefully excluding plus-sized models by not manufacturing womenswear above large, or pants above a size ten. Robin Lewis, co-author of The New Rules of Retail, told Business Insider that Abercrombie CEO Mike Jeffries "doesn't want larger people shopping in his store, he wants thin and beautiful people... He doesn't want his core customers to see people who aren't as hot as them wearing his clothing. People who wear his clothing should feel like they're one of the 'cool kids.'"
Well congratulations Jeffries. Thanks to Karber, Abercrombie & Fitch is now the world's number one brand of homeless apparel.