Filmmaker Greg Karber aims to 'readjust' Abercrombie and Fitch's brand in wake of size backlash

Man starts #FitchTheHomeless campaign

Abercrombie and Fitch is under fire for the sizes of clothing its stores stock, and now a Los Angeles filmmaker is making waves for his satiric video that seeks to “transform” the company’s brand.

Greg Karber’s YouTube video called "Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless," which has been watched more than a half million times, attempts to make a social statement against the company’s image.

Watch the video:

The apparel maker doesn’t sell women’s clothing above size 10 and people are taking up the issue on social media, as well as with protests.

Actress Kirstie Alley is speaking out against the retailer’s CEO Mike Jeffries in an interview with “Entertainment Tonight.”

"He says Abercrombie clothes are for people who are cool and look a certain way and are beautiful and are thin. That would make me NEVER buy anything from Abercrombie,” Alley said.

Her comments come in response to what Jeffries told Salon Magazine back in 2006.

“A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely," Jeffries said.

A GMA report last week showed that the store carries mostly size double-zero and extra small clothing but no large or extra-large apparel.

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