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When it comes out across your -- it's apparently -- -- smaller go home.
Abercrombie CEO Mike Jeffries sparking controversy by saying he only wants -- -- And beautiful sporting it's -- the brand limits larger sizes which may shrink its customer base but apparently increases its coolness factor.
Well filmmaker Gregg -- wants revenge he is sticking it to Jefferies and Abercrombie.
Like handing out close to LA's homeless and documenting it all and he joins me now.
Thanks for coming on the show Greg I was watching it on on YouTube.
And your videos actually exploding -- had about 45 minutes it had picked up another million views.
You know the CEO says in every school there are cool popular kids and and -- -- -- an -- kids.
We go after the cool kids be attractive all American kid with great attitude and a lot of friends.
A lot of people don't belong in our clothes and they can't belong.
I could see this as you know -- hard core branding strategy.
But not really popular thing to say out loud why did this make you -- -- what did you do as a result.
Well it it's it made me so mad because it's exactly what you said it's it is an effective branding strategy and a bad thing to say out loud.
And it just drove me crazy.
-- they had been so successful for so long win a campaign that was essentially about making teenagers in high school kids feel bad about themselves.
Yeah see you went in you bought clothes as I understand from thrift stores.
And you went down LA's Skid Row with a camera -- and you can't get out the close to everyone that you could find and and have them put them on him what did you achieve by doing that.
When I achieve by doing that was to draw attention to Abercrombie & Fitch is.
Not only exclusionary.
-- sort of elitist attitude and and hopefully I I could inspire other people to do similar things to find.
To either give out close.
Like I -- -- two.
You know make their own videos make their own projects where day.
Find companies and powerful people who -- doing horrible mean things step to kids and other congress people and to try to put.
Stopped you know I -- -- -- we're looking at part of it here -- the screen next year what are you aspiring to be a filmmaker is that there are some people been critical of said.
You know it it.
As they are doing something that is mean you are out there exploiting the brand and exploiting people as well by doing this -- trying to get your fifteen minutes and all that kind of nonsense.
What do you say to your critics.
Well you know it's difficult to answer the the criticism that I am ex exploiting homeless people and I have read sound.
Some editorials which I find very Cogent and have made me do a lot of self reflection.
And I'm thinking about writing some sort of editorial comment about it but it's interesting I think you're the first person who actually.
Accuse me of exploiting the brand.
I know I have no remorse for what I've done.
I'm looking good comments online I'm not accusing you of anything I think you're very clever Harrison and I think that these comments were over the top.
And I Beagle is -- very interesting way.
To pick up on it and go make a film and I hope you're trying to be a filmmaker I'm asking you to respond to your credit.
Yeah now I mean like -- that I I think that this draws attention to Abercrombie & Fitch is a horrible policies.
And I hope that it draws some attention to and the problem of homelessness and just that it gets people talking and that it makes people sort of question that resumptions.
You know Abercrombie & Fitch has a very large marketing budget -- there they're able to put these ideas in the minds of impressionable children and make them think that.
If they can't Wear Abercrombie -- they're not you know good enough.
Yeah and that's not true and.
He in the certainly I'd -- it's the anti -- message I mean they really show people out there would be perfect -- -- And they make you feel like if you don't look like this.
That you don't belong and then he goes ahead and says almost exactly that so it is released and a break.
You're getting a ton of attention on line and I congratulate you for that thanks for coming on.
Thank you so much for having me.
I hope that this house 'cause I want somewhere definitely next up.
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