Following CEO Mike Jeffries's refusal to begin selling larger sized clothes at Abercrombie & Fitch to allegedly keep the brand exclusive to "cool kids," Los Angeles filmmaker Greg Karber has decided to take revenge on the brand by giving it an involuntary "brand readjustment."
In a video titled, "Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless" Karber explains his plan to distribute A&F apparel to homeless people to turn the brand into "the world's number one brand of homeless apparel."
In the clip, Karber encourages viewers to donate their old A&F clothes to local homeless shelters to promote the new brand readjustment.
Earlier this month, Jeffries came under fire for a statement he made regarding the brand's target customers in which he said that there are cool and un-cool kids in every school and A&F goes "after the cool kids."
Karber's plan to teach Jeffries a lesson by giving away free A&F clothes to homeless people has received some criticism as well as many commenters think his approach is equality prejudiced.
"Using homeless people as a way to degrade a brand degrades homeless people," YouTube user janeyanna wrote on the video.