The internet is in agreement: Fuck Abercrombie & Fitch.
The collective outrage has produced some fantastic responses. My favorite comes from Amy Taylor who proclaims,
“I am proud to say that I may be a not-so-cool kid and the extra pounds I carry may not be a thing of beauty, but I am nothing like you or your brand — and that, Mr. Jeffries, is a beautiful thing.”
But inevitably, as is par for the course on the interwebs, there are going to be some responses that are less than fantastic, that despite good intentions, actually end up furthering oppression rather than combating it.
Enter the #FitchTheHomeless campaign.
I’ve seen a number of people posting this on Facebook and Twitter with captions like, “Awesome!” and “Perfect.” and “Brilliant!!”
But when a friend posted it to my timeline asking for my thoughts, I immediately was left with a pretty terrible taste in my mouth.
This “campaign” is neither “Awesome!” nor “Perfect.” or “Brilliant!” And here’s why:
While I am sure the creator had good intentions (“I can humiliate Abercrombie & Fitch while helping people in need!!!“), what it ends up doing is using people experiencing homelessness as pawns to make a political statement.
And that’s really not okay.
Setting aside the immature digs at the physical appearance of Abercrombie CEO Mike Jeffries, the essential premise of the video seems to be:
Abercrombie & Fitch wants only “attractive” people to wear their clothes, so let’s rebrand them by putting the ickiest people in their clothes that we possibly can, and who’s ickier than homeless people!?!?
So the White man who created the video puts on his White Savior cape, buys up a bunch of second-hand Abercrombie merch, and heads to a community this is, in every respect, not his space to invade: Skid Row.
Skid Row and Gentrification
The narrator/creator is right in asserting that Skid Row has “one of the largest concentrations of homeless people” in the U.S., a reality that is a direct result of policies by local authorities that attempted to concentrate the city’s entire homeless population into one area with few resources and services.