abercrombie & fitch mike jeffries apology

After ridiculous comments made by Abercrombie & Fitch CEO Mike Jeffries resurfaced recently, the brand’s image took a downturn. Rather, it became even less relevant than it already was, metaphorically going from a silly, strongly-scented creep in the distance to a thrashing drunk dude at a show who won’t stop hitting you with his Northface backpack that’s barely concealing the bong that’s been dripping filthy water all over the floor. That guy. That is A&F.

Anyway, they want you to know they are, like, so sorry! Kind of. And they want to change for you! Kind of.

A group of teen activists traveled to A&F’s Columbus, Ohio headquarters to protest their exclusive guidelines and the notion of their “ideal customers.”

The activists were invited into the building for a meeting with A&F executives, and for two hours, they urged the company to reconsider its position on size limitations, reduce the blatant sexualization of its ads, expand its choice of models and support teen education programs focusing on anti-bullying and diversity.

One of the protestors, Benjamin O’Keefe, is a Florida teen who’s recovered from an eating disorder, and was the individual who started the Change.org petition against Abercrombie & Fitch’s practices. A&F executives invited the protestors to come into the headquarters and discuss the issues they have with the company. After this publicity stunt meeting, A&F released this statement.

“We look forward to continuing this dialogue and taking concrete steps to demonstrate our commitment to anti-bullying in addition to our ongoing support of diversity and inclusion. We want to reiterate that we sincerely regret and apologize for any offense caused by comments we have made in the past which are contrary to these values.”

Oh, you’re sorry because everyone hates you now and you’re afraid of your stocks falling your comments and practices discourage inclusivity and diversity? Well, good, I guess. But what’s that saying that is absolutely applicable here? “Too little too late”? Yes. That one.

While we think that A&F absolutely should change their image, as they are still a brand that is inexplicably popular in some places, we know they — nor most other mainstream brands — will include models like Jes at the Militant Baker, whose fake ads were damn good.