Abercrombie & Fitch To Become Synonymous With Homeless? [VIDEO]
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With over 4.5 million views in only a few days, could this YouTube video ‘remake’ Abercrombie & Fitch? It could be the clothing company’s CEO Mike Jeffries’ worst nightmare.
The inspiration for the idea to donate Abercrombie & Fitch clothing to homeless came about when it was revealed that the company burns their faulty clothes rather than donating them to charitable causes. CEO, Mike Jeffries, has also been quoted speaking candidly about the company’s direction saying,
In every school there are the cool and popular kids, and then there are the not-so-cool kids.. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong, and they can’t belong. Are we exclusionary? Absolutely.”
Will this viral video provoke millions to clothe the homeless in A&F swag? Does it change your mind about the company?