# #FitchTheHomeless: donating clothes as campaigning against a company’s policy

- Link: https://fundraising.co.uk/2013/06/04/fitchthehomeless-donating-clothes-as-campaigning-against-a-companys-policy/
- Published: 2013-06-04T15:48:53+01:00
- Author: Howard Lake

**Los Angeles-based writer Greg Karber is redistributing donated Abercrombie & Fitch
clothing to homeless people as a way of publicly criticising the company’s CEO’s
attitudes. He is urging other people to follow his example.**

He was disgusted at Abercrombie & Fitch’s CEO Mike Jeffries’ comments that he “doesn’t
want larger people shopping in his store.” He wanted to challenge the brand’s exclusive
focus on “the cool kids” by ensuring that homeless people would also be seen wearing
unwanted A&F clothes, sourced from charity and goodwill shops.

Karber filmed his campaign in action, and the video has been seen more than 7 million
times already.

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_[Video at http://www.youtube.com/watch?v=O95DBxnXiSo no longer available]._

He says that he aims to make Abercrombie & Fitch “the world’s number one brand of
homeless apparel.”

His campaign has drawn criticism that it objectifies homeless people and demeans
them, but he says that that was not his intention.

All charitable giving has a reason: this is one example of where it comes with an
edge.

## Some of the campaigning messages

> [@FitchTheHomeles](https://twitter.com/FitchTheHomeles?ref_src=twsrc%5Etfw) [@gregkarber](https://twitter.com/gregkarber?ref_src=twsrc%5Etfw)
> Donated A&F shirts to homeless guys off of 288 in Houston TX. [pic.twitter.com/9ahileZLWw](http://t.co/9ahileZLWw)
> — Brenda Melgar (@bmmelgar) [May 22, 2013](https://twitter.com/bmmelgar/status/337031945684918273?ref_src=twsrc%5Etfw)

> This is really making my day. I gave my [@Abercrombie](https://twitter.com/Abercrombie?ref_src=twsrc%5Etfw)
> clothes to Goodwill a long time ago though. [#FitchTheHomeless](https://twitter.com/hashtag/FitchTheHomeless?src=hash&ref_src=twsrc%5Etfw)
> [@fitchthehomeles](https://twitter.com/FitchTheHomeles?ref_src=twsrc%5Etfw)
> — laura greene (@lgreene91) [May 15, 2013](https://twitter.com/lgreene91/status/334727571520512001?ref_src=twsrc%5Etfw)

> .[@GregKarber](https://twitter.com/gregkarber?ref_src=twsrc%5Etfw) Gives [@Abercrombie](https://twitter.com/Abercrombie?ref_src=twsrc%5Etfw)
> A Brand Readjustment [#fitchthehomeless](https://twitter.com/hashtag/fitchthehomeless?src=hash&ref_src=twsrc%5Etfw)
> [http://t.co/c43NkKlMgk](http://t.co/c43NkKlMgk) [pic.twitter.com/cHmTAWuVWt](http://t.co/cHmTAWuVWt)
> — Asset Muse (@ASSETmuse) [May 14, 2013](https://twitter.com/ASSETmuse/status/334455874846351360?ref_src=twsrc%5Etfw)

> [#FitchTheHomeless](https://twitter.com/hashtag/FitchTheHomeless?src=hash&ref_src=twsrc%5Etfw)
> has been tweeted 2095 times by 1946 users in last 24hours. This campaign has viral
> potential! [pic.twitter.com/0l2G8Oy3z3](http://t.co/0l2G8Oy3z3)
> — Chris Tuttle (@ChrisTuttle) [May 14, 2013](https://twitter.com/ChrisTuttle/status/334419598302654464?ref_src=twsrc%5Etfw)

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