I don’t usually do this sort of thing, but I was bored today, and this struck a nerve with me. Also, I realize his comments were a few years old, but still. Don’t care. Still pisses me off. Many of you may have read Mike Jeffrie’s bullshit statement about how Abercrombie is only for cool, skinny kids. In case you didn’t, here it is: “In every school there are the cool and popular kids, and then there are the not-so-cool kids… Candidly, 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.” He’s said a lot more ridiculous things than that, btw. Just one small example. Here is my response that I sent to Abercrombie’s “marketing feedback” department.
I have a response for Mr. Mike Jeffries about his recent statements on Abercrombie is only for “cool” and “non-fat” kids.
Your clothes are not, nor have they ever been cool. They are boring, generic, and overpriced. I would not be caught dead in your clothing, because I would rather not function as an unpaid advertisement walking around with an abercrombie logo plastered across my chest.
Your clothes are for unoriginal, uncreative, people who think that it is possible to “buy” cool, and you take advantage of this by only using these so-called perfect “all-american” models, hoping that these desperate wanna-bes will believe that they will somehow magically transform into the models in your campaigns upon putting on your clothing.
The people who most commonly wear your clothing in high school become alcoholic soccer moms and fat football coaches. They also never develop a unique personal style.
I really feel sorry for anyone who literally buys in to your cool kid ethos. Do you want to know what cool is?
-Not caring what other people think of you
-Setting the trend instead of following
-Being able to laugh at yourself
-Not taking things too seriously
-Knowing how to have fun
My guess is that you were a miserable fat kid in high school, and instead of embracing yourself, you chose self-loathing and decided to make amends with the world and yourself by somehow becoming “one of the cool kids” through this strange brand?
The irony is that your brand isn’t even cool! It is boring, tired, washed-up, and only cool to skinny, overly tanned people for whom high school is the pinnacle of their existence. Sad.
It’s too bad that you care more about this than spreading a message of positivity, as opposed to “us” and “them” mentality and exclusivity. I wonder if you know what it’s like to suffer with weight and self-esteem issues as an adolescent? If not, your statements are cruel and lack basic human dignity. If so, even more so.