VIRGIE TOVAR
  • ABOUT
  • BOOKS
  • COURSES
  • Corporate Training
  • PODCAST
  • Trips
  • Camp Thunder Thighs
  • CONTACT
  • LINKS
  • blog
  • ABOUT
  • BOOKS
  • COURSES
  • Corporate Training
  • PODCAST
  • Trips
  • Camp Thunder Thighs
  • CONTACT
  • LINKS
  • blog

Decoding the Language of "All American" & "Cool Kid" in the Abercrombie & Fitch, Mike Jeffries Debacle

5/9/2013

 
Picture
The image of "All-American" according to Abercrombie & Fitch
In considering how to address a recently publicized interview with Abercrombie & Fitch CEO, Mike Jeffries, I found myself wanting to make fun of MJeff. What else can you do when this fool has written himself – a flip flop wearing, crunchy hair brandishing, cologne doused, self-loathing 70 year old - out of his own definition of “cool kids?” Even more puzzling is that I had been written out of the definition of cool kids. What?! I know. Ridick. Ghurl, clearly MJeff cannot be trusted. Normally this kind of absurdity gets a pun and a chuckle and then I move onto whatever pressing dessert or fashion issue is on my agenda.

But then I realized that I had to take Jeffries’ statements seriously. And I wanted to. They are not merely an instance of Lil' Mr. Hot Mess being out of pocket but are an instance that showcases that business-sanctioned fatphobia is in fact a civil rights issue. His statements unveil the political vulnerability of fat people, especially fat women (who, according to Jeffries, are women over a size 10). It forced me to ruminate on the ways that fat folks are stigmatized and reviled with such reckless self-righteousness and with no protection from the law.

I was also interested in both what Jeffries said explicitly and what he implied through coded language:

"We go after the attractive all-American kid..."
                                       -Mike Jeffries

What's particularly noteworthy to me is what his statements say about his ideal (only?) customer, using descriptors like "cool kid" and "all-American." If you've watched Fox News or any neo-conservative media you're probably familiar with the "'Merica for 'Mericans" trope. It is a favored linguistic tool that obscures meaning: conflating Americaness or coolness with specific racial and class markers. Jeffries explicitly talks about his hatred of fat people and of old people, but the phrases "All American" and "cool kids" leave his statements in that murky area of plausible deniability. If A&F images (and price tags) are any indicator, it's clear what "All American" and "cool kid" means: white, middle-class, able-bodied, and cisgendered as well. 

One journalist/activist, Janssen McCormick has put out a call on Facebook for an "Abercrombie Fat-In" involving fat presence in stores all over the US on May 25. Jeffries' statement and the belief system that oversees his fatphobic brand are unjust, immoral and bigoted. Finally, the purposeful and explicit exclusion of people of size from an establishment is something I believe should be unlawful.

Watch my recent commentary on this issue on San Francisco's CBS 5 evening news:
Chrystal link
5/9/2013 08:02:18 am

Oooh, I am going to open a store and only invite young "ALL AMERICAN" young men with washboard abs to be my ONLY customers. I am going to call it "Cool Kids!" Thoughtful perspective, Virgie. Thank you for helping us to see the many facets of this p.r. debacle. It is a Civil Rights issue. I agree wholeheartedly.

Jennifer Emerson
5/11/2013 06:32:20 pm

I totally feel that he invaded our civil rights! Why do we ALL AMERICANS have to be under rhe size 10? Does he not know that in some countries that gat woman are considered desired? That in some cultures woman don't shave? Why must we have to fit HIS profile to make a profit? I for one while not even if i woke up skinny on Tuesday be giving him one red cent!


Comments are closed.
    Picture
    Picture
    Picture

    Virgie Tovar

    Virgie Tovar, MA is one of the nation's leading experts and lecturers on fat discrimination and body image. She is the founder of Babecamp (a 4 week online course focused on helping people break up with diet culture) and the editor of Hot & Heavy: Fierce Fat Girls on Life, Love and Fashion (Seal Press, 2012). She writes about the intersections of size, identity, sexuality and politics. See more updates on Facebook.

    WHY IS THERE NO COMMENTS SECTION?
    I have permanently closed the comment section on my blog as of 8/20/15 so that I can better utilize the time I had previously dedicated to moderating comments. I encourage folks who have thoughts about my work to go out and have a conversation with someone about what you loved (or hated.. boo) about my writing over coffee.    

    Archives

    April 2021
    June 2020
    May 2020
    May 2019
    February 2019
    February 2018
    June 2017
    May 2017
    August 2016
    July 2016
    June 2016
    December 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012
    May 2012

    Categories

    All
    Body Liberation
    Bullying
    Fat Activism
    Fat Activist
    Fat Clothing Swaps
    Fat Fashion
    Fat Positive
    Fat Sex
    Fatshion
    Fat Studies
    Fierce Fat
    Good Vibrations
    Jen Larsen
    Jennifer Livingston
    Kim Kardashian
    Plus Size
    Plus-size
    Plus Size Fashion
    Seal Press
    Sexuality
    Stranger Here
    Thiswaraintabouthealth
    Virgie Tovar
    War On Obesity
    Weight Loss Surgery
    Wls

    RSS Feed

Powered by Create your own unique website with customizable templates.