Children's Hospital of Abercrombie?

Clothing manufacturer Abercrombie & Fitch has raised the ire of parents and child health advocates on many occasions over the years for marketing aimed at teens and pre-teens that, critics say, is overtly sexual, objectifies young people, conveys negative messages about body image and encourages underage drinking and promiscuity.

Abercrombie's latest controversy involves a children's hospital.

It seems the Columbus, Ohio-based company contributed $10 million to the building of a trauma center at Nationwide Children's Hospital in Columbus. The Campaign for a Commercial-Free Childhood and several other child health organizations nationwide are now urging the hospital not to name its trauma unit after Abercrombie. They contend that a prominent relationship between the hospital and clothier is inappropriate given Abercrombie's penchant for T-shirts for teens featuring slogans such as "Who needs brains when you have these?" and thong underwear for pre-teens printed with the words "eye candy."

"A&F advertising and products would seem to contribute to the sexualization of children and objectification of teens and yet they want us to believe they are interested in their health," says Dr. Sharon Lamb, a member of the American Psychological Assn.'s task force on the sexualization of girls.

Nationwide officials say no decision has been made on how to recognize Abercrombie's gift but that it will be recognized in some manner.

"Abercrombie & Fitch is one of many companies which have chosen to support the mission of Nationwide Children's Hospital to provide the best possible care regardless of a family's ability to pay," said hospital officials in a statement. "As a not-for-profit, freestanding children's hospital, philanthropy is central to our ability to fulfill that mission and we are grateful to all donors that choose to support our work."

- Shari Roan

Photo: Customers pose with Abercrombie & Fitch models. Mando Gonzales / For The Times

Comments

[anonymous]

A&F lost my buisness almost ten years ago when my son was a teen. The catalogs and pre-teen thongs are very offensive. Naming a children's hospital trauma unit after them is repulsive. I think it would be more approporate if they donated their dollars to the treatment of STDs.

[Jackie]

Never liked the clothes and its overpriced!

[anonymous]

As a pediatrician, I think this should come as a wake-up call. The pediatric care in our country is bankrupt. Pediatrics is a money-losing proposition for all hospitals. The fact that we need corporate sponsors should make all parents cringe. Would you accept a corporate sponsor on other places that serve the public? What about "The Proctor and Gamble White House"?

[anonymous]

I think it's sad that people fail to recognize the good that Abercrombie & Fitch is trying to bring to the Columbus community by donating an entire trauma center to a Children's Hospital. Another local Columbus company, Limited Brands, sells lingerie to teens, and with its Pink line it might even be considered another retailer marketing thongs to pre-teens. However, I think the general perception would be 180-ed from where it is right now simply because the name of the company is Limited Brands and not Victoria's Secret or Abercrombie & Fitch. It's really pathetic that people fail to see the positive donation that a great, local, American company has made.

[Aaron]

FYI: The Limited owns Abercrombie and Fitch. They are one of the Columbus area's largest corporations.

[Annonymous]

Hey FYI:

Yes, Limited Brands is one of Columbus's largest companies, but they do not own A&F. It was sold off several years ago and operates independently from Limited, much like Limited Too and Express.

At any rate, I think it's rather sad that it's come to the point that we question where acts of kindness come from. It's never black and white anymore; PR stunt? How did they get the money in the first place? What do they get out of it? etc. What if a donation of similar proportions came from the Chairman or CEO as a personal gift? Would there be as much of an uproar?