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(Orlando Sentinel) – Do your kids wear Abercrombie & Fitch clothes? You might be interested in what the CEO, Mike Jeffries, has to say about fat women.

To keep it quick: He doesn’t like them. They’re not cool. That’s why he won’t make women’s slacks larger than a size 10.

In a 2006 interview with Salon, he said this:

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

A new book, The New Rules of Retail, reveals his attitude hasn’t changed.

Abercrombie & Fitch CEO Mike Jeffries (ABC TV / May 8, 2013)

Jeffries’ comments are so upsetting that a Central Florida man started a petition on, asking Jeffries to apologize and start selling larger sizes.

In his petition, Benjamin O’Keefe, 18, of Gotha says, “In a world where teens are constantly under pressure to fit the societal norms of beauty, we should be building  them up and helping them love themselves. …”

So far, the petition has more than 1,400 supporters.

Here’s the thing: Jeffries is a businessman, and he can certainly market to whomever he wants.

But who does he think is paying for all those Abercrombie & Fitch jeans and tops? That’s right. Moms. And I suspect not all of them can fit into size 10 jeans.

Seems like alienating the folks who buy his merchandise might not be a smart thing.

(Thankfully, my 16-year-old son’s A&F phase ended a few years ago.)