Fitch doesn't itch

That’s a funny coincidence. A few days after I had a chance to enter a store of Abercrombie & Fitch for the first time, I came across a facebook-campaign encouraging people to boycott this particular brand. A&F openly discriminates against uncool and overweight people, and is proud to do so. A quote from their CEO “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 in our clothes and they can’t belong. Are we exclusionary? Absolutely”.

Perhaps because I really disagree, or perhaps just as an exercise, I will disagree. At least they are honest. I know many brands which sell sizes up till 42, but they don’t dare admit they are exclusionary. In my opinion this is just a provocation for marketing purposes. The more naughty they are, the more buzz they create, the more publicity they get.

I much much more prefer this to other companies pretending they care about the environment, at the same time serving their drinks in styrofoam cups and their fatty food on plastic plates. If they followed Abercrombie & Fitch’s way, they should have said “We don’t really care about the environment, we mostly care about profits. We serve our sugary drinks in huge styrofoam cups, with free-refill option, because it makes more of you come and spend money with us. You can namely take them away, as no person can consume 1 liter of Coke within half an hour. As to the plates, it simply would have been more costly and risky to replace the plastic ones with a reusable variant. Additionally, we employ overweight people so that our heavier customers feel at ease. And if they are not overweight yet, they will soon become so, if they continue to eat at our restaurants. Are we exclusionary? Absolutely”.

A carrot, favourite rabbit food, is exclusionary, too. It goes after the people who prefer a healthy diet. Fortunately it’s not a brand, but a common vegetable. Few chances that anyone will start boycotting it. 

Before I knew that I was not the person Abercrombie & Fitch were after, I did enter their store. I was intrigued by the darkness and the smell there, so different than in any other shop. I couldn’t see the clothes that well;) so I can’t judge about their quality (I can tell you after I've washed them, if you're still with me after this post). I couldn’t hear what the shop assistant was telling me either, due to very loud music.
I’m not a cool kid (neither cool nor a kid), I don’t have the right attitude and I don’t have many friends either. Nevertheless, I did buy a few items there, some for myself, some for my kids and some for the few friends I have. The attractive staff did not throw me out, on the contrary - they were very helpful. 

What stayed is the smell, captivating and sexy. It’s for men, but nobody stops me from using it. It fits all, after all.