Mike Jeffries is the chairman and chief executive officer of Abercrombie & Fitch. Over the years he's been incredibly outspoken about the exclusionary practices of the company.
Recently, thanks to users on Reddit and Tumblr digging up statements he made back in 2006, he's become the subject of intense ridicule.
Many are calling him a hypocrite for not living up to the intense beauty standards of his company.
Jeffries has made remarks about how Abercrombie & Fitch do not offer extra larges nor give their clothes away to the homeless.
Which inspired an L.A. filmmaker to start the #Fitchthehomeless movement, which is dedicated to giving Abercrombie & Fitch clothing to the homeless.
There's even a blog called Abercrombie Popular, aimed at giving out and then photographing the homeless wearing A&F clothing.
"Totally givin my A&F to the homeless! #FitchTheHomeless"
The statement reads:
I'm not a size 10 or under and I'm beautiful! I love myself for who I am and my size. You're just an overgrown bully who isn't happy in life. Remember that next time you want to judge people because of their weight.
P.S. Your clothes line sucks.
Love The Beautiful Fat Chick
Writer Amy Taylor also wrote an open letter to Mike Jeffries, furious over A&F's business practices:
As a marketer, I understand where you're coming from on some level, Mike. I really do. When you say "a lot of people don't belong in our clothes–they can't belong," I get it. For consumers, every purchase is a declaration. With each dollar a consumer spends, they are saying, "I am part of this brand and this brand is a part of me. I believe what this brand believes. I support what this brand supports." As I sit here wrapping up this letter, I am proud to say that I may be a not-so-cool kid and the extra pounds I carry may not be a thing of beauty, but I am nothing like you or your brand–and that, Mr. Jeffries, is a beautiful thing.