Why I Hate Abercromie & Fitch

In the article, Why I Hate Abercrombie & Fitch, Dwight McBride concludes that the clothing line, produce originally by David Abercrombie and Ezra Fitch as an outdoor sporting goods shop, utilized hiring practices and advertising strategies in order to promote white, privileged elite. The article begins with a historical outline of the company’s early products and practices. It initially served as a clothing and equipment line for professional outdoorsmen. The line exploded in popularity and became known as “the outfitter of the rich, famous, and powerful.” Many respected societal figures were recorded as shopping here from Teddy Roosevelt to Amelia Earhart. All of course white and of privilege. Throughout the changing of hands in management, the company has generally maintained a reputation as celebrating whiteness. In what the company calls the look book, the guide to how brand representatives should appear in order to make consumers wish to be like them and buy the products offered, required style of dress for employees generally excludes traditional African American hairstyles and jewelry preferences. Photos included in this publication are often lacking in any ethnic models. The one mentioned in this piece only displayed two in twelve photos. These also often tout such descriptions of typical Abercrombie employees as “natural” and “American” implying that white equals American which equals natural, an image not in accordance with what a “true” American is, and original native. One quote that serves as a perfect example of this presents itself on page 68: “A commitment to masculine whiteness, with its emphasis on territoriality exploitation of resources, and the perception of other non-whites as dependant and lacking in political and mental capacity, is part of the master narrative that formed an important foundation for out ideas of American citizenship.” The author concludes that the demographic appealed to by the company is one strictly of white race and wealth or power.
What I would have to ask the man is what do brands like “South Pole” and “Baby Fat” have to offer a white community? Are these not specifically geared toward African American communities and is that not in the same respect a form of racism?
After reading this article, I was a little angry. I have to say that Abercrombie is not the only company to appeal to white demographics and yes, this is wrong, but still—it is not as if the roles don’t reverse at some points. Granted, it’s not nearly as much of a problem but I honestly don’t think the issue deserves this much attention. People are welcome to shop wherever they please; it’s a huge part of “American” culture. That is, the tendency of people in general in this country to shop for pleasure and to do it often.