I’m from South Africa, where gender roles are very traditionally defined and the popularity of Abercrombie & Fitch as a fashion label is something I have trouble understanding. One would expect Abercrombie advertisements (which supposedly cater to the alpha-males of American society) to display scenes of masculinity or attractive women (the latter if a sex-appeal strategy is used). Instead, Abercrombie advertisements display effeminate, slender men wearing barely any clothing. My shirt exploits this fact, pointing out the irony in the Abercrombie consumer-culture: that a marketing strategy aimed at the archetype American alpha-male is full of homosexual undertones.
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