As the season of thanks draws to a close, the season of giving begins. The Christmas spirit is upon us, and the thought of giving and helping others has started to progress. From having canned food drives to working in soup kitchens to just giving a gift to show someone that they are cared for, the list of ways to help one another have become pretty lengthy. However, writer and videographer Greg Karber has a new and original way that will not only help others, but put materialism into perspective.
Karber, whose YouTube bio states that he is a writer, performer, videographer, cultural critic, and entrepreneur, recently created a video that has gone viral. After posting his video “Abercrombie and Fitch get a brand readjustment #FitchTheHomeless” on YouTube six months ago, it’s exceeded 8 million views. The content of this video revealed Abercrombie and Fitch’s image of who they want to wear their clothes. Abercrombie and Fitch CEO Mike Jeffries is quoted in the video saying, “In every school there are the cool and popular kids, and then there are the not-so-cool kids. We go after the cool kid. A lot of people don’t belong and can’t.”
In the video, Karber explains that through his research, he learned that when Abercrombie’s clothing is damaged, instead of donating it to the poor, they burn it. They have also stated that they do not make clothes to fit plus size consumers. After learning of this, Karber decided to put his anger to a good cause. He created a different kind of charity, which he is calling “Fitch the Homeless.” To participate, he is asking everyone to look through their closets for Abercrombie and Fitch clothing and to donate it to their local homeless shelters. The goal of the campaign is not only to help the homeless and less fortunate, but also to recreate Abercrombie’s brand. He encourages those who participate to spread the word, as well as use the hashtag on twitter ‘#FITCHTHEHOMELESS.’
One can’t really go wrong with sharing and helping those who have less. The end product is a less fortunate individual having one less thing to worry about then they did before. #FitchTheHomeless.