The Big Event

Here We Go

Time to get the show on the road. In this post I will be discussing what caused the Abercrombie and Fitch controversy to cross the tipping point.

Michael. "Explosion Fire Brand Destroy Force of Nature" 12/7/15 via pixabay. Creative Commons 0 Public Domain License

All it took was one sentence from CEO Mike Jeffries to single handedly destroy a clothing powerhouse. If modern day discrimination doesn't make you sick to your stomach, then you may need to see a doctor. In 2006 the CEO of A & F released his view that certain people didn't belong in his clothes, dropping a subtle hint that fat girls don't have a right to wear the prestigious Abercrombie and Fitch logo. He wanted the "cool" American teens to wear his brand, but he got a little more than he asked for. What rose up was an army of individuals who boycotted his disgusting remarks, which eventually led to his firing in 2014. A man once thought of as a king quickly became a tyrant. 

Jeffries' cheap, musty cologne won't cover his trail this time. For the first time in his career Jeffries' screwed up. It wasn't until several years later that he apologized for his actions, which wasn't even willingly. It took a petition containing thousands of signatures to convince Jeffries that he was in the wrong, which then lead to an apology that 6 year old gives after his mother forces him to apologize. The depression and sadness created from these comments could never be fixed, as emotional pain seems to dig deeper than most physical wounds. 

These disgraceful comments resurfaced in 2013, only to put the nail in the coffin to a declining company. His comments of over seven years prior to 2013 reignited a controversy that has still left a fowl, bitter taste in the mouth of Americans.