Last week clothing brand Abercrombie & Fitch made headlines when the company's CEO Mike Jeffries made some rather controversial comments about the brand's marketing strategy.

In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he explained. “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.

News of Jeffries' comments has led to enormous an amount of criticism for A & F, particularly from Greg Karber.

Karber, a filmmaker from LA, expressed his disappointment in the clothing company's marketing strategy by creating a film that attempts to 'rebrand' A & F. Karber's film "Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless", debuted on and has now gone viral. The film follows Karber as he distributes Abercrombie & Fitch clothing to homeless people around the city.