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One Man's Quest to Rebrand Douchey Abercrombie & Fitch

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One Los Angeles man showed his distaste for Abercrombie & Fitch's elitist "cool kids only" policy by handing out the company's clothes to some of the city's homeless.

Greg Karber went to his local Goodwill and shopped its "douchebag section" for used A&F merchandise. He then drove to LA's Skid Row, where -- in the video he posted to YouTube -- he noted that, "at first, people were afraid to accept the clothing. Perhaps they were afraid of being perceived as narcissistic date rapists." They did eventually take the free clothes, although we wonder how they'll fit some of the recipients since the brand famously does not come in plus sizes.

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Karber was inspired by A&F's policy of burning clothes rather than letting them fall into the hands of "not-so-cool" kids. He calls his "brand readjustment" campaign "Fitch The Homeless" and yes, it comes with its own Twitter tag: #fitchthehomeless.

One celebrity is starting her own anti-Ambercrombie & Fitch hashtag: #standddownCEO.
Kirstie Alley tweeted, "I don't care if A&F sells above size 10. The point is their CEO took a stand against the "coolness" of "above size 10 kids."

Abercrombie CEO Mike Jeffries is taking heat for past statements to Salon magazine that, "A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely." Alley, who's had very public struggles with weight, also gave an interview to Entertainment Tonight, in which she blasted the CEO.

"This dude from Abercrombie & Fitch ... what a [expletive]! He says...Abercrombie clothes are for people that are cool and who look a certain way and are beautiful and who are thin... That would make me never buy anything from Abercrombie even if I was cool and thin. I got two kids in that [age] bracket that will never walk in those doors because of his view of people."

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Alley, a former Jenny Craig spokeswoman who once starred in her own self-mocking show, Fat Actress, also told ET, "If I have something to do with more full-figured women being in [the] mainstream and having their own shows, then I will take total credit for that, but the main point to all of this is that—and it's the reason I did Fat was my way to bring myself around to look the way I wanted me to look because...I had thirty years of people telling me how to look."