Not everyone is onboard with Abercrombie & Fitch (NYSE:ANF) CEO Mike Jeffries’ attitude.
Filmmaker Greg Karber — offended by Jeffries statements that he doesn’t want “uncool” people or fat women wearing his brand — decided to make the effort to rebrand A&F clothing, The Hollywood Gossip reports.
Karber searched his local Goodwill stores for discarded Abercrombie & Fitch clothing — asking the store where the “douchebag” section was — and gave the items to the homeless. The video he made of his quest has gone viral on the Internet and is near the million-view mark.
There’s even a hastag, #FitchtheHomeless, where others who give away their A&F clothes to the homeless can share their experiences doing so.