For its entire history, trendy clothier Abercrombie & Fitch has refused to make plus-size clothing. The rationale? Big kids don’t fit the Abercrombie brand. “In every school there are the cool kids and popular kids, and then there are the not-so-cool kids,” said CEO Mike Jeffries in an interview with Salon. “Candidly, we go after the cool kids.”

Recently, that strategy has backfired. There’s been a viral campaign to give out Abercrombie clothing to the homeless to undercut Jeffries’ strategy, and the clothier’s stock has been sinking like a lead hoodie.

So starting next spring, Abercrombie will “expand sizes, colors and fits.” It seems Abercrombie & Fitch got the message. (Time)

Paul Asay has covered religion for The Washington Post, Christianity Today, Beliefnet.com and The (Colorado Springs) Gazette. He writes about culture for Plugged In and wrote the Batman book God on the Streets of Gotham (Tyndale). He lives in Colorado Springs with wife Wendy and his two children. Follow him on Twitter.