Video: Day of Action turns up the heat on Abercrombie & Fitch

By Ethan Nuss

Abercrombie & Fitch found itself in the hot seat this Memorial Day weekend as shoppers, in search of hot summer deals at Abercrombie & Fitch stores across the globe, were met with actions exposing the company’s risk of rainforest destruction.

On May 28th, people around the world came together for a Day of Action to demand Abercrombie & Fitch address the hidden scandal in its supply chain. Currently, Abercrombie & Fitch stocks almost 300 items that use forest-based fabrics like rayon, viscose, or modal. These fabrics are driving rainforest destruction in Indonesia and threatening the livelihoods of Indigenous and frontline communities that depend on forests for survival.

Watch this short video featuring highlights from the Day of Action:

You can check out more action photos in this photo gallery and on the #ANFAction tag on Twitter.

Here are a few of the featured actions at flagship Abercrombie & Fitch stores:

  • San Francisco – Activists drew a crowd for their flash-mob dance outside a flagship store and placed stickers on its clothing labels that read: “Warning: This item may contain rainforest destruction.”
  • New York City – Models and fashion industry workers held a “runway picket line” through the iconic store on 5th Ave wearing shirts that read: “Rainforest Destruction is Out of Fashion.”
  • Twin Cities – Residents demonstrated at the flagship store in the Mall of America and “re-decorated” the interior with flyers and stickers. They unfurled banners at the Mall of America and at another Abercrombie & Fitch store in Roseville, MN.  
  • Columbus, OH – Student activists from Ohio State University stormed an Abercrombie & Fitch store near its corporate headquarters to speak out for their future.

Ang, Matt ,and Oakley protest AbercrombieMemorial Day weekend is one of the biggest shopping weekends of the year. Rainforest Action Network supporters showed up in force over the busy weekend to expose the fashion retailer’s scandal the same day Abercrombie & Fitch launched its #InPraiseofSummer kick-off sale. This strategic timing guaranteed that the maximum number of customers heard this important message.

These actions came at the perfect time as Abercrombie & Fitch is struggling to regain its cool. Right before the Day of Action it announced quarterly sales losses and was recently named ‘most-hated retailer in America.’ It’s clear that if Abercrombie & Fitch wants to remain relevant with today’s conscious Millennials, it needs to break with its controversial past and become a leader for forests and fashion.

Thank you to everyone who participated in the Day of Action! Together we’ll continue to turn up the heat on Abercrombie & Fitch until it demonstrates leadership to end its risk of rainforest destruction. You can help keep the pressure on by giving its mobile app a “1 star” rating and sharing our graphics on Twitter, Instagram, and Facebook.

NYC Abercrombie & Fitch Day of Action

Photo Credit: Robert Pluma