My modest proposal : “cool kids” of Abercrombie & Fitch

In a 2006’s interview, the CEO of A&F Mike Jeffries claimed that their brand – Abercrombie & Fitch, is just for the pretty and skinny people but not for the larger group. Wearing his clothing, people should feel like becoming one of the “cool kids” whom look hot. Also, he affirmed that charming people would likely attract other nice looking people, and for those who don’t belong to such group should not wear their clothes. According to his words, only those he considers as “cool kids” are worth to be his core customers or employees, but any larger people are not going to find their sizes in the store. Does his honesty really mean only the people as skinny as skeleton can shop in his store? Chasing after the popular kids and being one of the copycats to follow others’ fashion style blindly are the attitudes of “cool kids”?

Yet, after looking at his uncommon face, I kind of understand why he got such an amazing assertion, that he loathed seeing fat and inaesthetic people to shop in his store. I feel sad that a lonely and unpleasant childhood he got is because of being isolated by good-looking people, those he laid so much praises on, or even discriminated by others at the street. For compensating his loss at his youth and achieving his personal wish to being one of the “cool kids”, it is reasonable for him to announce such assertion. I modestly purpose that Mike Jeffries reminds his own idea – only selling his products to “cool boys” on his business, if he hopes A&F will be the dominant in fashion one day.