Last week, Abercrombie & Fitch became the center of controversy when retail analyst Robin Lewis told Business Insider that CEO Mike Jeffries wants only “cool kids” shopping his company’s clothes and that he “doesn’t want larger people shopping in his store, he wants thin and beautiful people.”
Instead of expressing his outrage at Jeffries’ remarks by using social media, Los Angeles filmmaker Greg Karber decided to stick it to the Abercrombie CEO differently. He goes through his local thrift shop’s “douchebag section” and gives away Abercrombie & Fitch clothes to people that Jeffries may not consider as part of the “cool kids” — the homeless.
See Karber give Abercrombie & Fitch a “brand readjustment” in the video above.
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