Quiz#4 Holly Thornton #FitchTheHomeless

Posted: November 14, 2013 in Uncategorized

This week’s reading by Kalle Lasn focused on culture jamming and the “spectacular” level of commodity consumption. After reading this article, I thought of an example I had recently seen a friend post. This video clip I have posted, is about an Abercrombie and Fitch prank. I am sure many of you have heard about the CEO of Abercrombie, Mike Jeffries. He has been noted in the media fr making comments about only wanting ‘cool, thin’ people to wear Abercrombie and Fitch clothes, creating an extremely exclusive brand. The company refuses to create large and extra large clothing sizes, and they also have said they would rather ‘burn’ their clothes than have them donated to homeless people. This video shows a prank someone wants to play on Abercrombie, with the creation of a movement called #FitchTheHomeless. The movement calls for us to donate Abercrombie and Fitch clothing to homeless shelters, in an attempt to reshape and challenge Abercrombie’s exclusive brand. I think this is an excellent example of culture jamming, as it seeks to go against the norm and the hype, to present an alternative. It seeks to turn a glamourous, exclusive brand into something that is worn among everyone, and more drastically, homeless people. This movement #FitchTheHomeless allows us to see past the spectacle that is the Abercrombie brand, and take a closer look at the true values of the company, and it allows us to challenge those values. It is the attempt of this movement to gradually break down this spectacle, revealing the truth about Abercrombie and its CEO.


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