The Fitch Pitch: Socially Conscious Re-Branding?

So, I know that I had promised that my next post would be the finished jacket that I’ve been working on (See posts 1 and 2), and I promise to get to it. However, I saw this video in my Facebook news feed, and wanted to comment upon it.

I’ve never been all that keen on Abercrombie & Fitch (or American Eagle, or Hollister, or any of the other cookie cutter trendy fashion outlets for that matter). It’s just never been my style. When I was a teenager, I spent all of my hard earned burger flipping money at Hot Topic (which, 10-13 years ago actually carried some pretty awesome stuff). I still have my spiked leather collar… oh, memories. Of course, this was also before I woke up and started to learn about where all of my clothing came from and noticed the consumer machine I was taking part in. But, I digress…

A&F, like just about every other brand out there, is marketing to an audience and is pushing this image of what is physically and socially desirable. Everyone and everything around you is trying to influence you in some way. Our parents, our friends, the schools, the media, religion, all of it. How do you think culture is passed on? No one is born knowing anything or having any opinions or philosophies. We learn these things from the society around us, for better or for worse. At least the guy doesn’t deny he has an agenda. I don’t agree with his agenda, but, I give credit where it’s due.

So, the Fitch the Homeless campaign. I kind of like it in that they’re pretty much telling A&F, “Screw You and Your Elitist Crap!” And I also get that, generally, giving homeless people clothes isn’t a bad thing. Donating used clothes and keeping them from being trashed is certainly the opposite of the massive textile waste A&F creates by burning clothes (Seriously? Quit being such a dick.), so it’s doing some good there.
— Did you notice though, that they didn’t just shop some anonymous thrift shop, they went to Goodwill, and even made sure to flash the logo? The song, “Thrift Shop” by Macklemore and Ryan Lewis also specifically names Goodwill and just recently Beyonce teamed up with Goodwill for her latest tour. I’m sure these are all just coincidences, and it’s likely just genericized trademarking at work, as Goodwill is one of the largest second hand companies internationally and perhaps the most widely known company name in the US, aside from Salvation Army, but 2 syllables is less hassle than 5. Sorry, Salvation Army, we’ll always remember you come bell ringing season.

Perhaps what rattles around my mind the most with regard to this Fitch the Homeless campaign, is that, it’s pretty much using the homeless people to combat this image that A&F is pushing. I’m sure they have the best of intentions and they just want to wake some people up to this system we live in, tarnish the A&F CEO’s elitist vision and hopefully get him to 1) Quit burning clothes that people could use 2) Realize people come in all shapes and sizes and 3) We already have a big enough self-body image problems and disorders stemming from them.¬† I also respect that in order to get people involved in a cause, you have to get that message out somehow, so why not make a youtube video and use social media to get people motivated, interested and interacting with your cause? It’s a very smart thing to do and hopefully it *will* get people involved and bring about some positive change. But, despite all their well-meaning, at the end of the day, they’re still juxtaposing the image of homelessness against the current conventional ideals of social desirability. They’re mad at A&F for saying “A is pure, we don’t want to be tainted with B” – which I wholeheartedly agree makes them douchebags – but they’re fighting this message by saying, “Hey, look! We’re tainting your precious A with B all over the place and there’s nothing you can do about it!”. This is still a problem.

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