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Fashion brand Abercrombrie & Fitch CEO Mike Jeffries recently stirred controversy after refusing to sell larger sized clothing, saying he wants to keep his brand exclusive to "cool kids."

Los Angeles filmmaker Greg Karber decided to give the brand a "brand adjustment" by giving out its clothes to the homeless.

Karber posted a video titled "Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless", Karber says he plans to turn the brand into the "the world's number one brand for homeless apparel" and plans to hand out A&F clothing to homeless people.

The video encourages people to donate their old A&F clothes to local homeless shelters and promote the new A&F brand adjustment.

Viewers gave mixed reactions to the video.

One viewer commented: "I understand the overall gesture here but I couldn't help but feel kind of wrong watching this. "

EmpEli wrote: "He's still using homeless people as part of his statement/agenda. An agenda that is supposed to comment on 'douchebags'. Instead of just giving giving homeless people support or assistance he is using them as walking advertisements to change the brand image. By only giving them AF clothing he is forcing them to wear it. I don't think forcing AF clothing unto anyone is ethical. I even feel bad when douchebags wear it."

YouTube用戶卡伯(Greg Karber)看不慣A&F的行銷手法，號召網友一起發送該品牌二手衣物給遊民，企圖讓它成為流浪漢專屬的服飾。這支影片在網路上迅速發酵，網友贊同卡伯的想法，認為這個舉動既可以幫助窮困的人，也能有效打擊A&F。

莫克抱持反對態度，稱卡伯的作法只是讓無家可歸的人淪為道具。也有網友說，「我不認為讓流浪漢穿這些衣服是個敗壞品牌的好主意，基本上你幹的跟他們做的是同一件事。」

洛杉磯時報記者雅布卡莉安(Robin Abcarian)表示，「我為他反抗討人厭品牌的行為鼓掌，但這種方式等於引導群眾做出另一種歧視。畢竟，他的目標不是讓社會裡最貧困的人穿著A&F衣服，而在影片裡表達的嘲諷是：流浪漢是無可救藥的『不酷』。」

卡伯接受地方電視台訪問時為自己辯護，「我並不是想利用遊民，這只是一個畫龍點睛的效果。」不過他也很高興有這麼多人關注這項運動，或許會讓A&F跟遊民產生對話。

資料參考：

ETtoday新聞
http://www.ettoday.net/news/20130517/209029.htm
christiantoday新聞網
http://www.christiantoday.com/article/abercrombie.fitch.homeless.video.receive.af.clothing.greg.karber.effort.rebrand.controversial.brand/32494.htm
mediabistro資訊網
http://www.mediabistro.com/prnewser/take-that-abercombie-fitch-man-rebrands-af-by-giving-clothes-to-homeless_b64525
A&F官網
http://www.abercrombie.com/webapp/wcs/stores/servlet/StoreView?catalogId=10901&langId=-1&storeId=11203

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