Would You Rather Go Naked Than Wear Abercrombie?

LA Based writer Greg Karber has launched a new campaign to urge the public to donate any unwanted Abercrombie & Fitch clothes to the homeless, after one of the brand's district managers said that its collections weren't intended for "poor people". The company reportedly burns faulty clothing, rather than giving it to charity.

"Abercrombie & Fitch doesn't want to create the image that just anybody, poor people, can wear their clothing," the anonymous brand manager is quoted as saying. "Only people of a certain stature are able to purchase and wear the company name."

The alleged policy follows Abercrombie CEO Mike Jeffries' comments, in 2006, about the label being "absolutely" exclusionary and solely aimed at "cool, good-looking people". In response to this, Karber created a film - above - in which he buys Abercrombie pieces from a charity shop and gives them to homeless people in Los Angeles. He then urges viewers to join his #FitchTheHomeless crusade, in a bid to rebrand the label.

Click Here To Watch The Video

This morning, Jeffries released a statement on Abercrombie's Facebook page, arguing that his former comments were "taken out of context".

"I sincerely regret that my choice of words was interpreted in a manner that has caused offence," said Jeffries. "A&F is an aspirational brand that, like most specialty apparel brands, targets its marketing at a particular segment of customers. However, we care about the broader communities in which we operate and are strongly committed to diversity and inclusion. We hire good people who share these values. We are completely opposed to any discrimination, bullying, derogatory characterisations or other anti-social behaviour based on race, gender, body type or other individual characteristics."