Collaboration: The Standard Male x Photoshop Ain’t Real

Following up on my last post, I’m here to talk about the infamous Abercrombie and Fitch CEO controversy which I’m sure you all have either read about it or came it across it a few years ago.

Teen retailer, Abercrombie and Fitch is one of many fashion brands that have highlighted negative body image.  In 2006, former CEO Mike Jeffries made a bold statement the highlight he only wanted the “cool kids” to wear this clothing, hence, why XL or XXL was not stocked in stores.

CEO Mike Jeffries said “It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”  (Lutz, 2013)

“Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.” (Lutz, 2013)

These bold statements made headlines internationally. It’s company like Abercrombie and Fitch that make young teen males feel a sense of insecurity, anxious and pressure to meet social standards. Thus, leads to mental health issues.

This article is part of two-part series in collaboration with The Standard Male. To take a look the article on The Standard Male click here.


Lutz, A. (2013). Abercrombie & Fitch Refuses To Make Clothes For Fat People. [online] Business Insider Australia. Available at: [Accessed 24 Sep. 2016].