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Abercrombie and Fitch

Abercrombie & Fitch faces A-List backlash after CEO's only for "cool kids" comments are republished

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By Gillian West, Social media manager

June 17, 2013 | 2 min read

US clothing brand Abercrombie & Fitch is once again being haunted by chief executive Mark Jeffries comments that the label was only for the "thin and cool".

After Jeffries comments were republished some of Hollywood's A-List stars are supporting a boycott of the retailer.

Miley Cyrus led the way by threatening to burn her Abercrombie & Fitch clothes, with chat show host Ellen DeGeneres and actress Kirstie Alley also lending their support to a boycott.

Last month the brand came under fire after it was revealed its worldwide stores would not stock plus sized clothes, with the largest size available in most stores being a size 14 with Abercrombie & Fitch's flagship London store stocking up to size 16.

The 2006 interview with Jeffries sees him state: "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."

Jeffries quickly apologised for the comments but he stoked the fires later claiming the brand was for a "particular segment" of "aspirational" young people leading the store to mount a PR offensive including supporting an anti-bullying campaign and handing out clothes to homeless people.

Last year stories emerged in the press that retail employees in Abercrombie & Fitch stores were made to carry out physical exercises to maintain the "thin & beautiful" look with a company email revealing male employees in the Milan flagship had to carry out 10 push ups, and women 10 squats, if they did not measure up.

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