Dehumanization, Paternalism and Charity: On #FitchTheHomeless

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About Jamie Utt

Jamie Utt is a diversity and inclusion consultant and sexual violence prevention educator based in Minneapolis, MN. He lives with his loving partner and his funtastic dog, Chloe. He blogs weekly at Change From Within. Learn more about his work at


  1. Jameseq says:

    the young man was just being as overearnest as you are currently being ;-)
    while i could see how you arrive at your view – and the fact that the homeless people’s faces were NOT anonymised certainly adds to your argument

    i think he was just saying, ‘you r so wrong a&f ceo, a&f is for everyone’.
    i think the homeless faces should have been blocked though, i didnt like that that didnt happen at all

    • Jameseq says:

      im moving closer to your view jamie.
      perhaps the vidmaker got the consent of the homeless people to be filmed and uploaded to youtube first. the vid does not read that way though.
      it would also have been preferable to do a quick interview with each person, with the vidmaker explaining why he was giving them the clothing eg,’ the a&f ceo says a&f is only for a select few. i disagree, and say it is for all people. that is why im giving you this clothing’.

  2. Great article! Essentially said the same thing in fewer terms this morning when replying to a colleague who had tweeted that this was a “GREAT response.”

  3. Melenas says:

    Yeah, I had a similar reaction. It sounds like good fun, knocking an annoyingly insensitive corporation down a peg or two, but the message they are sending comes across as “so you only want cool people to wear your clothes? Well I’m going to associate them with homeless people, the most disgusting people ever!”

    Not so sure it has much to do with being white though.

  4. michelle says:

    This is assuming that your view of the homeless population is in line with the companies. Mine is not. I feel that people who are homeless represent us all. They all start in differnt places they all experienced life differntly and they all ended up in the same place. I was homeless for a period of time in my life. Most of the people I met during that time had a hard time getting everything they needed to be 100% comfortable but had ingenuise ways of getting what they needed to survive. They were the most giving support close knit group I had ever met. I believe you should do what this guy did with a few minor tweaks. Interview these people and ask if they want to make a statement against a company that would rather burn a resource then find a produtive way of using it. Let them know that one way or another what they make is going to make it everyone so they should rethink what they are doing. Give directly to peopke in need instead of turning your back on the fact that the number is growing. We as a society need to remember what it truely means to “Waste not, want not”

  5. Sorry, but I don’t agree with your interpretation of the video / the campaign. I absolutely share your condemnation of charity. I do find the American system, where you have no social net for people who experience tough times. It is dehumanizing when things beyond their control make people dependent on other people’s charity. It would be great if something could be done about that; Obama’s introduction of universal health care was definitely a step in the right direction.

    The video however, was satire aimed at turning A&E’s marketing strategy on its head. According to the CEO the clothes are only meant to be worn by an extremely limited group of people. Many who can’t understand what the fuss is all about think he just excludes overweight people. No, he wants the clothes only to be worn by ‘the cool kid in class, with lots of friends’ … That translates for me into a shallow, uneducated person, without any ethics … Basically that could be some of the people who benefit from the misfortune of the people living on Skid Row (just a thought I had now). In any case not the majority of society. By giving the clothes to the homeless, who are not supposed to wear them according the CEO, he merges them with all the other people ‘unfit’ to wear A&E clothes, which is the majority of society and thus takes them out of their isolated position and welcomes them back into the majority. In this campaign the homeless are not de-humanised but re-humanised.

    • No, he wants the clothes only to be worn by ‘the cool kid in class, with lots of friends’ … That translates for me into a shallow, uneducated person, without any ethics

      I wasn’t a cool kid, neither did I have lots of friends although I had a few, but I’m willing to bet that some of the cool kids with lots of friends aren’t shallow, uneducated people without any ethics.

  6. I totally get your point — I think this campaign to humiliate A&F is condescending to the homeless – I also have to point out that reading critiques of “charity” kind of makes me think, “ok why bother then?”. If my efforts, as an admittedly privileged white person, to do some good for the homeless just proves that I’m a terrible, privileged, clueless person, then maybe I shouldn’t try to do anything,

    • Sarah, this is precisely why I described the concept of neighboring, service that is done through accountable community building. Charity is paternalistic. Neighboring is part of the process of building true community accountability across difference.

  7. for those still engaged in this dialogue, i’m disheartened by the quick rationalizations/defenses of the #fitchthehomeless campaign. regardless of how well-intentioned the campaign may have been or how sincerely nuanced the campaign initiator may have been in his understanding of the systemic hurt and marginalization of some people groups, the way the campaign has been designed and executed is, at its very base ideology, sorely unjust in how it understands and treats a whole other systemically hurt and marginalized people group.

    to hear responses to the campaign from some of the men and women of skid row themselves, please take a moment to listen to their voices in the brief article below. regardless of how your views align or not with the author’s, she at least was willing and able to gather some honest frontline responses from residents of skid row and had the established relationship to do so in an honoring way.

    we can rationalize and intellectually circle-jerk about the merits and failures of this campaign all we want, as comfortably housed people, far away from skid row, with no real relationship with the men and women who’ve experienced this interaction firsthand [and likely with no real relationship with any man, woman, or child who's experienced the reality and social stigma of living unhoused]. but for most of us in this particular forum (and most other forums), our opinions and insights, in the end, aren’t really informed by the real and personal experience of living as someone who is/has been homeless. and if they are, there are likely few (if any of us), who have actually experienced it firsthand.

    it would be wise for all of us, myself included, to take the time to listen carefully to what that experience actually is from those who’ve had to live it. and to regard those voices, insights, observations, validations, hurts, and suggestions with much more weight [and as far more informed and experienced] than our own. lest we perpetuate the same paternalism this campaign is guilty of.

  8. sonsern says:


    I noticed that you covered the #Fitchthehomeless, so I wanted to let you know about a relevant movement called #upliftthehomeless.

    #Fitchthehomeless is a viral movement to spite A&F and make them the no. 1 brand of the homeless. Many believe that the whole idea is degrading because the homeless people are being used to contrast the idea of cool by positioning them as “unworthy,” or lesser human beings. And it’s not clear whether, from the homeless perspective, this stunt is actually helping anything.

    In response, P1124 has started a “Wear One, Share One” campaign to clothe the same homeless people on Skid Row. But unlike the #fitchthehomeless movement, whose goal is to shame Abercrombie without regard to the wellbeing of the homeless, P1124′s sole goal is to uplift and bless the homeless. The “Wear One, Share One” Campaign is simple; buy one shirt, get two, one to wear, one to share. Lets #uplifthehomeless, and show them that they are worthy of receiving the same new clothes that we purchase for ourselves. Make P1124 the title of no. 1 brand of the homeless.

    Watch the video:

    Learn more about the movement:


  1. [...]  It inspired the second-most single-day hits that my blog has seen, and it was republished at The Good Men Project and on the Huffington Post.  With that kind of traffic, though, comes a lot of criticism.  Lots [...]

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    [...] Dehumanization, paternalism and charity. On #fitchthehomeless. (article) [...]

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