By: Emily DurhamAs a result of serious protests and backlash from the infamous comments made earlier this year by Abercrombie’s CEO, Mike Jefferies, the company has decided to “expand their target market.” In case you have forgotten the disturbing comments in the same way that you have likely forgotten their plain tees and suburban cookie-cutter designs, Jefferies claimed that he only wanted “cool people” wearing their clothes. Jefferies made it very clear that the “cool kids” did not include what he considered to be plus sized. The store does not carry XL or XXL in any of the women’s clothing, even though these sizes are supplied for men. "In every school there are the cool and popular kids, and then there are the not-so-cool kids. 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.” Jefferies went on the say that he does not want to attract “large people into the store.” These offensive, and body-shaming words caused upheaval (no surprise!) and as a response to the newly found distaste for Abercrombie, they have decided to begin selling women’s sizes above a size 10 (please note that the average pant size for a woman in North America is 14!). It is unlikely that this less than genuine act will help the company’s case for more reasons than their complete lack of ethics. Their uninventive and unbelievably boring clothing are quickly replaced with creative textures and colours from stores like Zara, H&M and Forever21. Especially in Toronto, many would rather dress themselves as individuals rather than the high school “cool kid.” Just like the jocks and cheerleaders that peaked in high school, Abercrombie’s middle-school mindset (and style) is going nowhere but down hill from here.