Mike Jeffries, Abercrombie & Fitch CEO: NO FAT CHICKS!

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Abercrombie & Fitch CEO Mike Jeffries has raised eyebrows by allegedly saying that his popular clothing brand, essentially, does not cater to fat people.

Speaking with Business Insider, Robin Lewis, co-author of The New Rules of Retail, claimed that Jeffries "doesn't want larger people shopping in his store."

Abercrombie Ad
Abercrombie & Fitch Ad

"He only wants thin and beautiful people," he said. He doesn't want his core customers to see people who aren't as hot as them wearing his clothing."

"People who wear his clothing should feel like they're one of the 'cool kids.'"

A rep for the company did not immediately respond for comment, but Lewis' supposed interpretation of the A&F philosophy has gotten a lot of pick-up.

What "cool kids" might Lewis be referring to? Not fat kids, that's for sure.

Business Insider pointed to a previous interview Jeffries gave to Salon.

"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," the clothing CEO explained.

"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. The companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla."

"You don't alienate anybody, but you don't excite anybody, either."

Jeffries' quotes certainly shed light on Abercrombie & Fitch ads, which are frequently risque and tend to feature extremely thin, attractive models.

Yet it's not clear how much Lewis' comments reflect his own interpretation of A&F and how much they accurately reflected the brand's actual approach.

It that is any sort of official company position, though, it's clearly going to alienate a lot of people in the U.S. ... but then again, does he really care?

The cool kids will probably still shop there.


You know, this might acctually slide by as a commercial stunt to attract self proclamed "cool" and rich kids who will look for every way to singl out themselves from the majority (needled to say that it is oh so shallow) but what I see as a problem is that these words are coming from person who is poster child for plastric surgery gone wrong and obviously he once was a kid who got bullied in high school and manage to grow up still wanting to be one of those cool kids. Please Mr. CEO take a mirror and admit to yourself that any fat or uncool kid will always always look better than you. NOTE: his plastic surgeon succeeded to make his face reflect his soul.


I'm 18 years old. Graduated last year from High School. Let me give you an input on the popular kids. They wear Abercrombie, American Eagle, Aeropostle, Forever 21, etc. Brands I could never afford. I wore cheap clothes from the clearance racks. If they're not on clearance, I'm not buying. Now, I'm a size 0. 90 pounds. Disgusting if you ask me. Now, lots look at reality. I, not a cool kid at all, work in a popular, big name Hair Salon, ULTA. I do hair for a living. Had my license for a year now. All the "cool" kids I went to school with are working at fast food places or pregnant, or even already parents. So tell me why COOL kids get expensive clothes when only their parents could afford it? Doesn't seem so cool to me.

@ Chey

Forever 21 is not expensive clothing. I am naturally slim as well and that's the only place I can find clothing that fits me (Forever 21). Don't be ashamed that you are naturally thin! It is hard because everywhere we turn everyone says 'real women have curves'. But what about the rest of us? We aren't women? All sizes should be appreciated and not looked down on!! It's not anyone's fault they are bigger or smaller. We just have to work with what we have and not let anyone put us down.


I'm a size 4 and who cares if you are a model. You are clearly uneducated. Judgemental is ONE word.


Check this out...years ago, me, my mom and a few of our friends (5 of us in all) were shopping and walking around in a local shopping mall. Suddenly, we noticed an Abercrombie & Fitch store that had just opened up in that mall. So, we decided to stop in there and look around. Well...TOTAL MISTAKE ON OUR PART!!!!! We were shocked and disgusted by what we saw...very rude salespeople, a TOTAL BITCH of a manager barking out orders, very disorganized shelves, totally overpriced items, etc.. We saw one lady and her young daughter BOTH storm out of the store in tears. Well, after about 10 minutes, me, my mom and our friends walked out of there and NEVER went back. So, now here we are in the year 2013 and the saddest part about all of this? The certain Abercrombie & Fitch store is STILL in business!!!!! BEYOND SAD!!!!!


But what about his face? If he doesn't like the not-so-cool people (or fat women particular), then what about the extreme procedures they put sh%% on their faces? He should think before saying these comments.


When I look at Mike Jeffries, I don't see an "all-American guy." Silly Mike, we all know you're not Amerindian. All I see is an aging European with a swollen face. And it's not like anyone wants to see him with his shirt off, so why is he trying to push for that in his stores? A&F has always been nothing more than a mere mediocre, nouveau riche brand for upper middle class teenagers in the suburbs. It began to decline in popularity as far as I can remember as a high school student in 2003-2007. Besides all of that, his claims are just pure laughable. Target whatever audience you please, but don't try to use the label "all-American" in reference to what you really mean to say: white European teenagers.


Okay.. So what he said was exactly 'nice' or 'right.' But seriously? WHY are any of you against this. We shouldn't be encouraging people to STAY or BE FAT.


Oops I had a few typos in my last comment! Let me fix them-Ugly Mother-Fucker, I am a size 3. I should try and sue you because it MFs like you that help girls and women develop Eating Disorders. YOU make us feel that we are failures if we are over a size 4. Assholes like you inspire us to become Malnourished, lose our hair and our periods just so we can "Fit In" and not be labeled as "Fat Chics' I hope that you don't sleep well at night and I hope you remember this: God WILL judge you in the end & Let He Who Is Without Sin-Cast The First Stone-Yeah I am guessing the first to Cast Will Not be Mike Jeffries!!!

@ Jen Shorter

Because some people are genetically predisposed to being "fat." His comments are completely unacceptable.


What about NO FAT DUDES?? OR DICKS IN YOUR CASE????? I was just "Graced" to see your picture about 5 minutes ago-you ARE ONE UGLY MOTHERFUCER!!! I after hearing everything would not only not buy any of your clothes-but I wouldn't even disgrace myself by setting foot in your store, Oh yeah by the way I am 104 lbs & weigh a SIZE 3!!!! You see now even the "Skinny Chics" are against you!! You are a big fat LOSER and Ugly to Boot-and I am not referring to your PHYSCIAL APPEARENCE BUT YOUR Inner Self.


Awh man, Mike i'm sorry to break to you.. but it looks like you can't wear your own clothing line, you're not cool enough. Sorry.

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