Jes M. Baker, blogger at The Militant Baker is seen modeling a size 22 (L) T-shirt for Abercrombie & Fitch in a mock photo shoot to prove that “cool kids” come in all shapes and sizes. She then changed the brand’s A&F logo from “Abercrombie & Fitch” to Attractive & Fat” in the signature college-block A&F fonts.
Previously, Abercrombie & Fitch CEO Mike Jeffries said A&F is for ‘cool kids,’ not for ‘unpopular’ ones. In shorts, he finds that A&F is a brand that’s suitable for hot hunks and sexy ladies.
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” Jeffries said. “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.”
Baker was in response to insensitive comments the company’s CEO, then she wrote a letter to him in her own page along with the photos. Click here to see her full letter.
This controversy has made an online petition that garnered a whopping 68,000 signatures and causes the company issued a public statement denouncing Jeffries’ insensitive comments, created by Benjamin o’Keefe 18 an eating disorder survivor.
“We sincerely regret and apologize for any offense caused by the comments we have made in the past which are contrary to the values of diversity and inclusion,” said the spokesperson of A&F company.