Fitch, Please!

Konstanze Hütter

Still being able to find people on the streets wearing “Abercrombie and Fitch” apparel, I kind of feel compelled to share my opinion about this brand. When it comes to oh-so-cool “Abercrombie and Fitch”, I… I can’t even. I seriously just lose my ability to can. To be honest, could they ever stay off the news? In case you have been living under a rock for the last few months, I’ll give you the “previously on”:

In spring time this year, A&F CEO Mike Jeffries explained why they decided not to sell clothing for women over a size 10 – as that is what they call “plus-sized” clothing: “Good-looking people attract other good-looking people and we want to market to cool, good-looking people. […] A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.” Of course, they could not ban all XL- and XXL-sizes from their product lines: sturdy football players can still shop in the men’s section of A&F to find shirts that represent their oh-so-coolness.

With the fashion industry shrinking sizes every year, it’s no wonder that two out of three apparel purchasing customers fit the “plus-sized” label. And it’s also no surprise to me that the ginormous scam called the diet industry is making over 40 billion dollars every year in the US alone by feeding us feelings of unworthiness and fears of not belonging if we don’t fit certain standards of beauty.

So, the point that this 61-year old CEO who uses the word “dude” at least once in every sentence, dyes his hair blond and wears flip-flops whenever he can, is trying to get across is that your beauty and worth as a person depends on the size you wear. And if your future daughter turns seven and you want to give her a push-up bikini top as a birthday present to remind her that she is only worth something in this world so focused on external attributes if she can be viewed as a sexual object – you know which store to go to.

Seriously, though: you don’t have to burn your A&F clothes after reading this. In fact, did you know that A&F is doing exactly that with second-hand clothing of their brand because they don’t want “uncool” people to wear it?

What you could do, however, is to be aware of the mentality you are representing when wearing A&F apparel. And then decide for yourself.

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