authentic expression

Dear Mike Jeffries, “Abercrombie Kids” I Knew Wouldn’t Call You Cool

Letting our cash speak for us (or our refusal to spend our cash for that matter)…

The Stretch For Something Beautiful

When I was a teenager, we didn’t have Abercrombie & Fitch in my mall. I lived in a small town and the best we had was Bluenotes jeans, where my friends and I drooled over “name-brand” jeans in sizes that squeezed the tiny bit of fat on our stomach and thighs, and overpriced T-shirts that were made of cheap cloth and bore an expensive logo. But we wanted Abercrombie clothes. We wanted them because the kids on TV wore them. We wanted them because they looked cool.

Let’s pause there for a second. The clothes looked cool, and we wanted them so that we could look cool, too.

The CEO of Abercrombie, Mike Jeffries, set his marketing strategy up this way. See, Jeffries wants you to look cool in his clothes, especially if you’re a young teen. But if you’re fat, or ugly, or not athletic? Please don’t darken the…

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