"I kind of see them as the high school bully of the retail world. Not only are they mean and exclusionary, but they're proud of doing so," said Greg Karber, freelance filmmaker/screenwriter.
Karber chimed in on the controversy last week by starting a "Fitch the Homeless" campaign asking customers to rebrand the popular retailer by giving their Abercrombie clothes to the homeless. He says at last check, the posting had more than a million hits.
"People retweeting it constantly... people saying they're going to give clothes to the homeless people... it's really been crazy, no other word to describe it," Karber said.
Part of the fall-out began last week after ABC News went inside Abercrombie and Fitch's flagship store in New York City and revealed the retailer carries mostly double zeros and extra smalls and doesn't do XL or XXL for women.
Karber says he hasn't heard from the company and doesn't expect to. He just hopes his message is heard.
"I want them to stop doing that kind of stuff, and I want us to think more critically about those kinds of issues. But also there's a real homeless problem across the country, and I wanted to take the anger people feel about Abercrombie and Fitch and turn it into something more positive and help the community," Karber said.
Kirstie Alley slams Abercrombie & Fitch
"'Abercrombie clothes are for people who are cool and look a certain way and are beautiful and are thin' and blah, blah, blah, blah, blah," Kirstie Alley told "Entertainment Tonight." "That would make me never buy anything from Abercrombie."
Alley weighed in on a growing controversy over the fact the apparel maker doesn't sell women's clothing above a size 10. On Monday, protesters gathered outside an Abercrombie & Fitch store in Chicago. The backlash also escalated on Twitter, Facebook and YouTube.
Abercrombie & Fitch isn't commenting, but CEO Mike Jeffries once told Salon magazine, "A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely."
"It's the whole mindset that sets up bullying; you're excluded.. you're included," said psychologist Dr. Maria Rago.
Andrea Neusner and her three daughters are sending back every piece of Abercrombie & Fitch they own.
"I wanted the company to know how I felt about them," Neusner said.
So she's put it all in a letter.
"Not only will I not let my kids shop at Abercrombie again, I will not let them wear what they already have in their closets," Neusner said.
And neither will Kirstie Alley.
"I have two kids in that bracket, but they will never walk into those stores because of his view of people," Alley said.