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When Jes Baker heard that Abercrombie & Fitch CEO Mike Jeffries wasn’t interested in customers her size, she decided to respond by showing him what he was missing.
In an open letter to Jeffries posted on her blog ”The Militant Baker” this week, Baker took aim at the CEO’s remarks about his brand’s target audience, and reinterpreted Abercrombie & Fitch’s signature “A&F” letters to stand for something else: “Attractive & Fat.”
“The only thing you’ve done through your comments (about thin being beautiful and only offering XL and XXL in your stores for men) is reinforce the unoriginal concept that fat women are social failures, valueless, and undesirable,” she wrote. “Well, actually, that’s not all you’ve done. You have also created an incredible opportunity for social change.”
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