Fort Smith graduate takes on Abercrombie & Fitch

FORT SMITH — When Southside High School graduate and former Fort Smith resident Greg Karber saw what he calls "a social ill," he was appalled. So he grabbed his cell phone, hopped into his car and dove into film-making action.

Last week, the 26-year-old Karber, now a Los Angeles resident, writer and filmmaker, created the video, "Abercrombie & Fitch Gets a Brand Readjustment," which addresses quotes made by Abercrombie & Fitch CEO Mike Jeffries. Karber's video, which has gone viral with almost 7 million YouTube views and more than 1.2 million Facebook "likes," features quotes made by Jeffries regarding the clothing company's marketing practices -- "In every school there are the cool and popular kids, and then there are the not-so-cool kids. We go after the cool kids. A lot of people don't belong, and they can't belong. Are we exclusionary? Absolutely."

"It's just a horrible, elitist company," Karber said of the New York City-based retailer.

Garnering recognition from TV host Ellen DeGeneres and many others, Karber said his video also is a reaction to Abercrombie & Fitch's practice of refusing to stock clothes for plus-size women, as well as the company's statement that it would rather burn damaged clothing than donate it to people in need, the Southwest Times Record reported.

In the video, Karber is seen giving A&F clothing to homeless individuals on Skid Row before asking viewers to donate their A&F clothing to homeless people; he is calling this campaign "Fitch the Homeless."

"I've seen online posts that people are donating to the homeless or that they plan on doing it, so that's great," said Karber, who earned a bachelor's degree in English literature with an emphasis on creative writing and mathematics from the University of Arkansas at Fayetteville and a master's degree in writing for screen and television from the University of Southern California. "I hope it gets done."

Jeffries responded to Karber's video by making a public apology on his company's Facebook page, stating, "I sincerely regret that my choice of words was interpreted in a manner that has caused offense. A&F is an aspirational brand that, like most specialty apparel brands, targets its marketing at a particular segment of customers. However, we care about the broader communities in which we operate and are strongly committed to diversity and inclusion. We hire good people who share these values. We are completely opposed to any discrimination, bullying, derogatory characterizations or other anti-social behavior based on race, gender, body type or other individual characteristics."

Karber said he doubts Jeffries' sincerity.

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