When the headline: "Abercrombie and Fitch Would Rather Burn Clothing Than Donate to Those in Need" caught Greg Karber's eye, he knew that he had to gave a “brand readjustment” to Abercrombie & Fitch. He dashed off to goodwill and asked for "the douchebag section" to find and buy as many Abercrombie & Fitch items they had. Bag full of Abercrombie & Fitch clothes he then heads to skid row where here gave the clothes away to homeless people. Abercrombie and Fitch want "the attractive all-American kid" wearing their brand and told Salon in an interview that "a lot of people don't belong in our clothes."

“Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely."

Mike Jeffries to Salon.com

Yes folks, it's the classic brand sabotage, like when competitors gifted Snooki someone elses branded bags. Greg Karber wants you to join in. You too can donate to the nearest street bum. Go to goodwill, go to your closet, find the Abercrombie and Fitch items you're not using, donate the clothes to goodwill, straight to people you find living on the streets, or homeless shelters and spread the word with the hashtag #FitchTheHomeless

#FitchTheHomeless

Mainly retweets of the news so far, with a few enthusiastic people saying they'll join in.

Storified by Åsk Dabitch· Wed, May 15 2013 07:30:24