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Man Decides to ‘Rebrand’ Abercrombie & Fitch by Giving Their Clothes to the Homeless

Writer Greg Karber does not like the business ethics of Abercrombie & Fitch. He was outraged by comments made by company CEO Mike Jeffries in which he admitted that his store’s clothes are meant for “cool kids”—not those uncool, unattractive ones (like ones that wear a size extra-large). Karber also thinks it’s pretty lame that the company would rather burn unused clothes rather than donate them to charity because, according to one district manager, “Abercrombie and Fitch doesn’t want to create the image that just anybody, poor people, can wear their clothing.”

Now, Karber has decided to help “rebrand” the retailer, by launching the #FitchTheHomeless campaign. He went to local thrift stores, bought all of the Abercrombie & Fitch clothes he could find and headed to Skid Row, where he gave the clothes to homeless people. He’s now encouraging others to do the same—find Abercrombie & Fitch clothing, give it to the needy and Tweet about it with the hashtag. His goal? To make Abercrombie & Fitch “The World’s No. 1 Brand of Homeless Apparel” …

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