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.

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I would say that I am fine with this since I haven't thought Abercrombie was cool since 2003.


That is ridiculous. And who ever agrees is too. We should be helping people make healthy choices not make fun of them. Some people are not over weight by choice. And what about the people who are different ? What kind of message does this send. That guy needs to be fired.


First off there is no such thing as "cool kids" in society ,being cool is a opinion.he such heartless jerk and Iam so happy Never got Abercrombie & Fitch jacket. It's sad that you pick on fat people to make yourself feel better.


with A&F that is. Jeffries is just being honest, something we should all value. I mean really, if you had a brand, would you want ugly or fat people advertising it? Should NFL cheerleaders be fat so that everyone's self-esteem can be boosted? I don't think so friends. Every product has a target audience. If you don't like A&F's marketing strategy, then I suggest you start a clothing line that only sells baggy sweatshirts. I think A&F should be commended. If anything, they are probably forcing unhealthy people to diet and exercise so they can fit into their clothes. It's genius if you think about it. I mean, if there was a company out there that had an awesome product that was only available to blondes, wouldn't you color your hair? I think you would. Kudos to Abercrombie and Mike Jeffries for rewarding those who value health an beauty and encouraging everyone else to try to not be so ugly.

@ I Agree...

I'm thin and I would never wear Abercrombie & Fitch. Their clothes are hideous. I thought that through high school and still think that to this day. You really think "fat" people are going to try to lose weight to fit into their ugly clothing? Do you really think Abercrombie & Fitch is "cool?" The people that wore their clothing were not popular.

@ I Agree...

WOW! That is just f***ed up! You shouldn't force people to diet or exercise just to fit into clothes! What the hell kind of society is this? Everyone is beautiful and telling someone they are too fat to "be cool" and aren't good enough for those clothes is terrible. Imagine how that makes ordinary people feel. You don't need to go on diets and starve yourself to be beauty. Is fat really the worst thing someone can be? Besides rude, jealous, murderous, vindictive, etc? Really? Some people really need to be smacked and get sense and decency thrown at them.

@ I Agree...

We're not asking him to accommodate people he does not want to sell clothes. However, there's no reason to remark that he only sells to the "cool kids" and that remark reveals a very pathetic attitude and general disrespect towards others. Size does not always equal health.

@ I Agree...

Perhaps. But at the same time, they are greatly contribuiting to the Bieberification of generations of young men. Making the standard not a rugged fuck with a thick beard and biceps like tree trunks, but little nancy boys who run around in skinny jeans. Back in my day, A&F was parodied to wits end for it's feminitity (I still remeber an old joke about it "To be A&F is to go play naked Lacros with your buddies, to shave your chests for speed, and your balls for fun")


so what about disabled kids like my son. he is 3 years old and he has no hands and have to wear braces because he's missing bones in his feet. so because he's not perfect he can't wear your clothes either. your clothing line should be burned. you get me sick and you're very sad individual

@ Kim

My son is 4 and missing his fibular bone in his leg and is shorter than the other and will soon have a leg brace so I can see exactly how you see this!


Wow. I'm not fat, nor what society would consider ugly. But fuck this shit. How much of a dick can you be? We need to encourage health and help people, not tell them to fuck off..


Other company's are vanilla???? A&F has been producing the same style of clothes year after year the same lame-o $70 ripped jeans and $35 plain ass navy shirts with just their logo on it....you call that excitement???? Get your head out of your ass man your company and products are over priced and waaaay over rated. P.S. When I was in high school the only kids that wore that shit were white and snobby as fuck definitely not the cool kids in my eyes.


Because no one else makes clothes for plus sizes. But to say its not for attractive people is B.S. who is he to judge because he isn't all that skinny or attractive either.so many people have body image disorders and this just makes it worst. It's America. We have rights and I believe to wear and shop at wherever the hell we'd like. But I don't need a store to tell me I'm over weight or not attractive just because I'm a size 5 and not a size 0.


This size 14 MOTHER buys... I'm sorry.... USED to buy her kids these clothes....