There is a new and very public backlash against Abercrombie and Fitch after the store's CEO said he didn't want "fat" or "not so cool" kids wearing his company's clothes.
Now, a local ad agency is so disgusted, it's staging a very visual protest.
Julio Lima runs "Say it Loud," an advertising agency near downtown Orlando. On Friday, he made his message to the company loud and clear by plastering his store front with six huge T-shirt posters giving his opinion.
"We figure we'd be a voice for the people who are not beautiful and skinny," said Lima. "If he matched his demographic then I think he could get away with it, but the guy looks like a monster."
Mike Jeffries, the CEO of the retailer, has been in hot water since comments he made in a 2006 interview resurfaced including why he refuses to carry clothes for girls in sizes XL and XXL.
"That makes me really mad. That makes me really mad that he would say that," said Natalie, who is familiar with the controversy. "I don't think we should discriminate against anything."
But not everyone is fond of Lima's posters.
"It's tacky," said Ashley Poole.
But Poole said she does wonder what the brand now means for her kids.
"My kids won't be able to work at a certain place because the way they look," said Poole. "That breaks my heart."
Lima said he understands everyone won't be happy with his statement about "AF," but it's one he's proud to make.
"We hope the end product will be people boycotting his stores and his products," said Lima.
The ad agency owner plans to keep the posters up for the next week.