The cool kids of Abercrombie and Fitch

Last week I was skimming through a few Tumblr posts from some of my followers when I came across a post that made my jaw drop.

It was a comment made by Abercrombie and Fitch CEO Michael Jeffries responding to criticism regarding his brands lack of clothing for plus sized people.

Here is what he is quoted as saying….


I found myself sitting back in my chair staring at the screen shaking my head.

I thought about how many people I see wearing at least one article of clothing with an A&F logo.

They come from all backgrounds and all walks of life.

A majority of the people where I live are working class and middle class

Their children sport  everything from Aeropostale to H&M.

For some labels mean the world to them but, to most it is just another piece of an intricate puzzle that is their wardrobe.

For this gentleman to write off a huge demographic from his brand is ludicrous.

The use of the term “cool” and uncool” is just another form of bullying that people are trying their best to shy away from.

Countless young people turn to suicide because they do not fit in or feel “not good enough”.

I can recall a time in my life when I was bullied.

Even though those scars are gone but, the memories come to mind every once in a while.

” A lot of people don’t belong in our clothes. They can’t belong” is the quote that really upset me.

This company is known for questionable practices time and time again.

However, this comment will more than likely send customers elsewhere.

The very demographic that he wants to attract may just abandon the brand altogether.

I was a sophomore in high school when LFO’s Some Girls brought Abercrombie and Fitch to the forefront of retail.

It was pretty obscure before the lead singer revealed that he …

“likes girls that wear Abercrombie and Fitch.”

Now that the dust has settled and retailers like American Eagle, Forever 21 and H&M rule the fashion world.

I think that more than anything Michael Jeffries should be doing all that he can to pull everyone towards his brand.

The plus sized market is one that Abercrombie should tap into.

I learned from a tweet that Abercrombie goes so far as to burn their clothing so that wholesale retailers can’t resell the items to the masses.

It is sad.

I can say that after reading this I will not shop at Abercrombie at all.

I hope that others will read this information and pass it on.

Exclusion is wrong.

It is time that we come together as a collective not tear one another apart.

In the words of Ellen Degeneres…

Be kind to one another.