A shopper leaves the Abercrombie & Fitch UK Flagship Store on Savile Row in London, England (© Gareth Cattermole-Getty Images)
If you're a retailer with a track record of marginal to nonexistent cultural sensitivity, the last thing you're going to want to do is allow your brand name to appear in a sentence with "banned" and "black."

After losing one lawsuit for wrongfully firing a hijab-wearing Muslim worker and getting scolded by a judge during a second lawsuit alleging similar discrimination, Abercrombie & Fitch (ANF) has once again decided that its manufactured image trumps all else.

As reported by Business Insider, Abercrombie chief executive Michael Jeffries not only bans the color black from his apparel lineup, but prohibits employees from wearing it.

A statement from the mall fixture's corporate office offers a not-at-all unreasonable explanation:

“Abercrombie & Fitch does not sell black clothing and discourages wearing it at our home office and in our stores, because we are a casual lifestyle brand and feel black clothing is formal. We have nothing against black clothing and feel it is perfectly appropriate for things like tuxedos."

Nothing against it except the fact that you can't bear the sight of it in your stores because you feel it's too “formal.” We'll try to remember that the next time we spot someone in Lululemon yoga pants who isn't headed to a gala, a member of law enforcement in tactical gear who isn't raiding a fall cotillion or a member of the Oakland Raiders who's committing a huge fashion faux pas by wearing black in preseason games before Labor Day.

Then again, criticizing Jeffries for hating black is like criticizing a rainbow for being too colorful. It's just part of who he is. This is the same guy who dictated that his clientele is comprised solely of “the cool kids.” He's also the guy who requires the staff of his private jet to wear only boxer briefs and flip-flops and to endure Phil Collins' "Take Me Home" on return flights.

He also seems to believe that women should come in one svelte form and refuses to stock XL or XXL clothing. His store's largest women's pants are a size 10, where even European competitor H&M has standard sizes up to 16.

Jeffries is going for a certain vibe, and that vibe is "insufferable ignoramus." Don't knock him or his company for living the dream.

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