Would You Take Your (Really Hot) Kid To The Abercrombie & Fitch Emergency Department And Trauma Center?

The once-popular—surely it isn’t still?—teenaged sexpot clothing store Abercrombie & Fitch is shelling out $10 million to build a new emergency room and trauma center at Nationwide Children’s Hospital in Columbus, Ohio. Now a group is speaking out against the idea of prominently naming the kids’ ER after the store, which the hospital has been hinting at in announcements. The reason the hospital is called “Nationwide Children’s Hospital” is because Nationwide Insurance gave it $50 million. Up next: the Budweiser End Zone Birthing Center, and then the American Apparel Teenaged Pregnancy Wing.

Research has shown a link between sexualized images of teens in the media and mental health problems in girls, including eating disorders, low self-esteem, anxiety and depression, according to the Boston-based Campaign for a Commercial-Free Childhood.

(Thanks to Darkwing Duck!)

“Group: Hospital should nix retailer name” [BusinessWeek/AP]
(Original photo before it got corrupted: D’Arcy Norman)


Edit Your Comment

  1. detraya says:

    if they donated the money, the hospital should be able to name it after them.. like all hospitals do

  2. EmperorOfCanada says:

    I think it shouldnt matter how attractive your kid is. Even ugly kids should be taken to the Emergency and Trauma center if necessary.

  3. tombo says:

    Naming rights is getting out of hand. In Miami now have the Arsht Center which used to be the Carnival Center — which is actually the performing arts center but you would never know by the name.

    Dolphins Stadium used to be called Pro Player Stadium after the socks company. I refused to attend concerts at the Office Depot Center which is now the Bank Atlantic Center.

    Shea Stadium in NY is not even going to keep that famous name, it will be sold out for bid when the new stadium is built. What next, Yankee Stadium no longer Yankee Stadium?

  4. skrhodes says:

    As the father of a daughter who’s been to both the Boston Children’s Hospital and the Nationwide Children’s ER, I don’t give a flying poop what it’s named. As bad as my experiences at Boston Children’s have been compared to what I’ve experienced at Nationwide, maybe Boston Children’s should approach Baby Gap for money…

  5. mike says:

    Personally, I’d like to see the Trojan Condoms Teen Prego Department.

    @tombo: I agree. Wasn’t there a Super Bowl game that was being held at the Coca Cola Stadium? I remember hearing ads about “Super Bowl at the Coca Cola Stadium, sponsored by Pepsi!”

    I hate how my college (Maryland) is selling out too. Comcast center instead of Cole Field House. Chevy Chase Stadium instead of Byrd Stadium.

    I hate it.

  6. mike says:

    I’d really like to see “Trojan Condom’s Teen Prego Department.”

    @tombo: I agree! I think there was a super bowl held at the Coca Cola Stadium. The Super Bowl is proudly sponsered by Pepsi!

    I hate how my Alma Mater is doing the same thing. Comcast Center was the Cole Field House. Chevy Chase Bank Stadium was Byrd Stadium.

    I hate it.

  7. John Whorfin says:

    This is just like the narrative from Fight Club. Starbucks will help finance the new space shuttle, just watch and see!

  8. XTC46 says:

    Im ok with buying names, its like buying advertising. Besides the names have to come from somewhere…why not the company who paid for it? My old company was asking for donations to build a building, donatons over 50k were promised naming rights (things like confrence rooms, dormatories, etc)

  9. Lin-Z [linguist on duty] says:

    the graphic for this story is awesome.

  10. no.no.notorious says:

    once the kids see that even THEY can’t fit into the clothing of A&F (bc they’re all fat, of course…) at least the trauma center is right there

  11. no.no.notorious says:

    so once the kids see that even they’re too fat for a&f clothing, at least the trauma center is right there to help.

  12. rdldr1 says:

    I used to work at A&F. The company rakes in a ridiculous amount of money every year. Despite all the bad press they get, the company makes lots of charitable donations. A&F used to have TVs in every store, they were all donated to a children’s diabetes foundation. There is even a charity A&F bike race in Ohio, where the headquarters is located. If A&F donates money for an emergency room, giving the corporate name to the hospital is the least they can do.

    So the protesters are saying “we like your money, just we dont like you.” How selfish.

  13. no.no.notorious says:

    ignore the double post, some glitch

  14. amejr999 says:

    might not be a great idea to have nudity on the Consumerist. i see nipples (gasp!)

  15. cde says:

    All I got to say is that I SEE BOOBIE!

  16. Moosehawk says:

    I found a boob in the picture.

  17. bohemian says:

    Will the ER reek like cheap cologne for a three block radius?

  18. Rabscuttle says:

    If it’s a new place they are building, I don’t really have a problem with it.

    I’m slightly uneasy about renaming a place that already exists and has a known name.

    But I guess demolishing something then rebuilding an exact copy just to placate me isn’t a terribly efficient use of resources.

  19. humphrmi says:

    If it’ll help make health care more affordable in the U.S. then what the hell.. let them sell the naming rights for every fixture in the building for all I care.

    Sports stadiums are different (and I’m from Chicago, where we’re currently really worried about the future of Wrigley Field). And as far as I’m concerned that stadium that the White Sox play at will forever be called “Sox Park”. But if I break my arm trying to balance my beer while catching a pop-up foul, I don’t care if they take me to BudPepsiTrojanHaliburtonComcast Hospital, as long as I get fixed up.

  20. Please tell me that’s a Photoshop. It isn’t, is it?

  21. parad0x360 says:

    I hate advertising in general but stuff like this bugs me even more. Sports fields fine, but a Hospital? I think naming parts of schools is going too far and now a Hospital? Yea i had to say it twice and it still sucks.

  22. ecwis says:

    Nudity on the Consumerist?

    Hmm…. I’m not sure if people are going to like this.

  23. Chris Walters says:

    It is so messed up that this country has a problem with female nipples. There. I said it. We need massive, group therapy. /end rant

    Boob has been censored! Your eyes will be made whole again by the grace of innocence. (Oh, I guess rant hasn’t ended after all.)

  24. doctor_cos wants you to remain calm says:

    I can’t believe in the time it took me to get back to this story, someone has obscured the …err… point in the picture on the main site.

    This post has been brought to you by:
    The McDonalds Obesity Clinic
    The MTV ADD Center

  25. jeffjohnvol says:

    Ambercrombie and Fitch, the preferred store for members of NAMBLA. I can’t imagine a real man ever shopping there.

  26. ninjatales says:

    @humphrmi: Sure it might be affordable but what will you do when your son gets back all naked with an “AF” embroidered loincloth and acting very gay around you?

  27. So next time I go into the ER, already feeling like shit, I get to look up and be reminded I’m A] unpopular and B] really out of shape?

    If that hospital entrance smells like the shit fragrance they spray around the A&F entrance at the mall, I don’t care how fuckin’ sick/injured/close to death I am, I’m turning around and toughing whatever it is out at home. [Yes, actual hospital odor is preferable.]

  28. For the record, I would totally give birth in the Bud Light End Zone Birthing Center. Then it wouldn’t look so weird when I try to spike the kid after successfully pushing him out.

  29. Two words for what would be a major problem with corporate-sponsored hospitals:
    Big. Pharma.

  30. drjayphd says:

    @sohmc: Why not the Prego Maternity Ward and Family Planning Clinic? The tagline writes itself, ya know…

  31. LaComtesse says:

    “Paging Dr. Shirtless. Dr. Abdominals requires your assistance in the Sexy Ward. We have a code “Yowza!”.”

  32. The Lindsay Lohan free clinic?

  33. BlondeGrlz says:

    @Spaceman Bill Leah: I totally thought you said “Buzz Lightyear Birthing Center” and thought “Me too!”

    If a company wants to donate the money to build a hospital, why should I complain? Does anyone complain about Rockefeller Center?

  34. smoothtom says:

    @jeffjohnvol: Umm, no, A&F is targeted more toward the college set. Hollister is the brand for the young ones, so NAMBLA might hang around there.

  35. ChuckECheese says:

    @EmperorOfCanada: Indeed, the less-attractive children may even need the services of a trauma center more. Send the pretty ones to the mall, where people can coo sympathetically over them and dribble dippin’ dots onto their wounds.

    @Spaceman Bill Leah: In 1996, the Washington University (in St. Louis) School of Law was renamed the “Anheuser-Busch School of Law.” Didn’t last long.

  36. rdldr1 says:

    @jeffjohnvol: If you mean “real men” you mean people who never leave their mom’s basement? You obviously have never been to college, or even high school since the brand is pretty popular in those demographics.

  37. humphrmi says:

    @Chris Walters: I’m with you 100% on your rant. However I read Consumerist at work. When they start grepping through the jpgs in my cache, and see the file with the word “kiddysexpot” in the name, and check to see what it’s about and find boobs, they might come asking me questions.

    But yeah, I’m with you on it.

  38. spamtasticus says:

    @ Tombo

    Thank god it’s at least not called the Carnival Center. That has to go down as the worst naming choice ever. That said:

    @ article.

    I don’t see the problem here. I am annoyed by stadiums and tournaments and even opera houses constantly changing their names to suit the highest contributor but if it helps build a hospital….. who the hell cares? As far as “such and such study shows”. Please dont post something like that without placing a link to the collaborating material. Anyone can claim anything and run a skewed “study” to suit their goals.

    “sexualized”??? did sex become bad again? What exactly is sexualized? Cleavage? Longing Eyes? Anything above the ankles?

    Sorry, but this story has so many wrong things going for it in my mind that I will just move on to the other amazing content on the site.

  39. Bryan Price says:

    Columbus. My old home town. How I miss you.

    First thought. I don’t think posters of A&F models, clothed or not, are going to be plastered across the ER. I’m sure there aren’t bunches and bunches of posters for Nationwide in the halls of the rest of the hospital.

    Second. What a bunch of loons for even thinking about it.

    Third. There is no such thing as bad publicity. What a marketing coup to get Columbus’ name in the news.

  40. SaveMeJeebus says:

    Pretty soon our president will have to incorporate “Mountain Dew” in all of his speeches and we will be getting law degrees from Costco. It’s coming, people.

  41. sicksix says:

    i’d rather see the 10million go towards giving children medical attention than into the shareholders pockets. i don’t care what company they name the children’s wing after. its still coming into existence with philanthropic intentions.

  42. Thomas Palmer says:

    @SaveMeJeebus: My Soccer coach in highschool who was also my Pre-Cal teacher incorporated Mountain Dew into almost everything he did; not because he was being paid, but because he likes the drink so much.

  43. kelrod says:

    I don’t think I would have a problem with a small plaque somewhere in the new center acknowledging A&F as the donor for the facility, but to name the center itself after A&F is tacky at best and gives the impression that the donation was a PR move more than it was for charity (which is probably not far from the truth).

  44. dandd says:

    Hey, if they are willing to build a new ER and all they want is their name on it what is the problem?

    Nationwide paid $50million to put their name on the hospital. Then they laid off a bunch of people right afterwards. So who is the worse company?

    As for body issues, EVERY woman has them. Get used to it.

  45. Ariel.Sanders says:

    HA, I though I was the only one who saw her tits eariler today on the picture, LMAO

  46. ChimpWithACar says:

    Here in Orlando, the local cable company paid about a third of the costs of the new stadium, and will lose naming rights in 15 years. Better than having taxpayers fund the difference..

  47. no.no.notorious says:

    @Ariel.Sanders: everybody saw them. you’re not the only one with working eyes. they were kind of RIGHT their.

  48. no.no.notorious says:


  49. CharlieSeattle says:

    This is really high on my I don’t give a shit scale it’s not even funny. They donated the money, and if the hospital wants to name it after them, they should be able to do that. What right do any of you including this group have to determine what another group names their place? Should I be able to tell you what to name your kid because I don’t like the name. Last time I checked this was still a free country, don’t like it, move to china.

  50. CharlieSeattle says:

    @kelrod: So what if it was a PR stunt, it’s better than not getting the money at all. You’d rather them not help kids?

  51. stancey says:

    LOL the first thing in the picture that caught my eye was that I knew that it was the children’s hospital in Calgary (which is right across the street from my university).

  52. cde says:

    @Chris Walters: OOOOH neato star next to your name. Is that what you decided to replace the report button with?

    And Boobs are great. We were just pointing them out. Except for that one complainer.

  53. eri401 says:

    Why is AF evil again?

    I remember GAP has sweatshop labor and AA has the creepy underage porn ads. What did AF do?

    And companies -especially fashion related ones – are all a bit evil. But, if AF takes the profits from selling lots of boring clothes to middle-class trend-sheep and gives it back to the community, I can’t complain.

  54. Frankie23 says:

    Someone at the Alberta Children’s Hospital is weeping. Right now.

    (Yes, that’s where the original photo is from)

  55. Fitwit says:

    I call ’em ‘Aberfimbie and CROTCH’. Wouldn’t use their sex-pital.

  56. kelrod says:

    @CharlieSeattle: Where did I say that I would rather have them not donate the money? All I wrote was my opinion that I don’t think it’s appropriate to have a health institution like this basically be a passive corporate shill for Abercromie & Fitch. If A&F wants to give the money, so be it, I don’t have a problem with it. And yes, I realize it’s a free country. I just have a feeling that A&F wouldn’t have done this if they thought they couldn’t have their company name plastered all over it. I have a personal conviction against this kind of advertising; apparently you don’t, but I’m not busting your chops for it.

  57. mammalpants says:

    “Doctor, my slightly tannned abs are aching.”

    “Nurse, I need 3Ls of overly-branded rugby shirts, stat!”

  58. wikkit says:

    @Chris Walters:

    I saw the post last-night and got a real kick out of the picture, so appropriate for A&F. I was disappointed to check back in this morning and find that you’d censored it. I get that people are sensitive, but it’s your blog.

  59. jeffjohnvol says:

    @rdldr1: Sorry, wrong. Graduate degree in EE, husband and father to 3 girls. But really, can you imagine an Iraq veteran shopping there? Its for the manzy panzies and guys who cried when Wham broke up.

  60. Ben Popken says:

    @wikkit: I told Chris to take out the boobies. We have a no-boobie photo policy.

  61. WhirlyBird says:

    @Chris Walters: Hey, howzaboot a link to the uncensored picture for the non-panties-in-a-bunch readers?

  62. Starfury says:

    I was at a Sharks game and EVERYTHING is sponsored in some way even the power plays.

    Irritated me enough that I made a note NOT to buy from that company.

  63. Pithlit says:

    I don’t have a problem with this, and I say this as someone who hates how pervasive advertising is. It would be nice if the companies would just donate the money, but the good this money does balances everything out.

  64. ehrgeiz says:

    Who gives a shit what its named, if the donation helps the kids that are sick name it whatever the hell you want, get off the high horse consumerist.

  65. But will the inside have ear-splittingly loud club music and lots of homo-erotic imagery? Because it doesn’t deserve the A&F name without them.

  66. Inhocmark says:

    I see people all the time complain about art centres, hospitals and other ‘public’ buildings having sponsored names. The big question is: Would you rather not have them at all? And Stadiums…If Putting Papa John’s name on a stadium means less (or no) tax payer money going towards its construction I say brilliant!

  67. yesteryear says:

    @eri401: if you remember, a&f were the ones that were selling g-string underwear in kids sizes, had the t-shirts with the derogatory image of an asian man on them, etc. so they aren’t necessarily EVIL like say, the GAP (sweatshops), but they most definitely have made some poor marketing/product decisions over the years. plus, they are a big corporation, something that is to be disdained if you are reading this blog.

    i live in the bay area where we have a baseball stadium that i can’t even keep track of what to call anymore… first it was pac bell, then it was at&t, now god knows, it’s proabbly sponsored by HGH or something. anyway… i am generally disgusted by this trend… but being that i work in economic development i know how incredibly difficult it is for local governments and institutions to fund projects like these. the only thing that will reverse this trend is a congressional action to stop drug/medical companies from charging so much. either that or we all pay higher taxes to fund them. we had 2 bond measures on the ballot in my county on 2/5 that would have funded a retrofit/remodel of oakland children’s hospital and both failed. the bottom line here is that a company is giving money to help sick kids. i think it’s OK.

  68. dayglo says:

    I live in Columbus. Children’s Hospital has been an important part of our community for many years. When Nationwide made their contribution the only thing that changed was part of the sign outside and some stationary.

    So, I’m really OK with naming the ER the A&F ER or whatever. I just don’t think it will make any difference at all.

  69. Joe-Bob says:

    “C’mon Mom, can’t we go to the Abercrombie hospital instead of this generic one? All the cool kids go there.”

  70. Coelacanth says:

    I hope their trauma centre has world-class plastic surgeons to fix the kids right up. Even those who come in with minor ailments will be referred for all sorts of cosemetic improvements – essential to promoting Abercrombie and Fitch.


  71. am84 says:

    My brother spent several years of his life at Columbus Children’s Hospital. They are great people who saved his life, so I really could care less what they call the place as long as they keep up the good work.

  72. pesematology says:

    You haven’t been able to get from 161 to Morse Rd. without going through Easton first for years. Les Wexner owns Columbus, breaking news from the 20th century. Seriously, this is his MO — screw a lot of people for money, screw up the traffic system for more money, then donate a fraction of his money to some very visible cause to make people like him and also for a nice tax writeoff.

  73. kable2 says:

    hey there is a canadian flag on the story picture.

    / just thought that was interesting

  74. misshlo says:

    i wonder if they’ll blast loud music and pump the nausiating scent of perfume throught the ER.

  75. Josh Smith says:

    Yes, Damn them for subsidizing the cost of running a hospital.

    To the individuals complaining about their campus’s naming stadiums, I’m sure you don’t want that multi million dollar building coming out of your tuition.

  76. CPC24 says:

    Will they give kids a thong when they leave, instead of a stuffed animal?

  77. kable2 says:

    there is a canadian flag on the picture in the story.

    / thought it was funny

  78. SaraAB87 says:

    I think they should open an anorexia, bulimia and eating disorder clinic.

  79. CharlieSeattle says:

    @Inhocmark: Bingo!!!! We have a winner. I don’t know what is with all the pro cooperate welfare people.

  80. cashmerewhore says:

    @Bryan Price:

    It’s not a new development. A&F has been supporting Children’s trauma center for afew years. Last time I was in their ER with a friend and her daughter, there were Disney murals on the wall. Just because A&F supports it, doesn’t mean that nudity is plastered all over the place. (And this ER trip was after A&F started donating). Not disagreeing with you, supporting your argument.

    And they are a nationally recognized Children’s hospital. This is missed in the article. Whatever. Gotta focus on OMG BOOBIES.

    Children’s ER is nicer than Ohio States. For what I pay, I should get an autographed football damnit….

  81. Trai_Dep says:

    Bring back the boobies. For the love of gods, bring back the boobies!
    That is all.

  82. n/a says:

    I’d only allow myself to be treated if they had really hot male doctors and nurses. I think the placebo effect would be enough to make me well/stop bleeding/whatever was wrong with me.

    As for American prudishness…it’s got to stop. Boobs are boobs, nudity is natural, and as long as the models aren’t actually in poses where privates are touching, then who cares? My 8 y.o. daughter loves going to the sculpture wing of the NGA and she sees more nudity there than in A&F catalogs. Sure, it’s led to questions about body parts, but I’d rather her ask me than her classmates.

  83. rdldr1 says:

    @jeffjohnvol: Hey smart guy, the time I worked there I had a Marine (who cussed all the time) AND an Iraq war veteran fellow employee. I have had Navy personnel, uniformed and on shore leave, come into the store in large groups – and they bought stuff. I’ve had celebrities and professional athletes come into my old store. Ignorance must be blisstastic for you. Good luck making your girls keep away from the company’s stores. Go ahead, keep making up stuff on a topic you have no idea about.

  84. SpdRacer says:

    @humphrmi: You must be a cubs fan, because no self-respecting White Sox fan would call it “Sox Park” or US Cellular for that matter. It is and forever shall be COMISKEY Park, as in Charles Comiskey, the fromer owner/player of the CHICAGO WHITE SOX.

  85. rdldr1 says:

    … and Jeff, where would you recommend “real men” shop for clothes? Mind you im not talking about Wal-Mart’s casual hobo line.

  86. rjflyn says:

    The hospital I worked at in WInston Salem NC named its womens center The Sara Lee Center for Women Health” As in Sara Lee food, cookies, pies cakes etc, etc.

  87. @xtc46: “Im ok with buying names, its like buying advertising. Besides the names have to come from somewhere…why not the company who paid for it?”

    Like when a Japanese company wanted to buy the naming rights to Soldier Field in Chicago (in the late 80s, I think), which is a war memorial to those soldiers who died in World Wars I and II? Sony “Sorry about the death march of Bataan” Field?

    It irritates people because it’s out of hand, often ill-thought-out, and sometimes renaming beloved local institutions. These companies could avoid a lot of ire if they named things, like, “Comiskey Park by Cellular One” instead of “Cellular Field” or whatever the hell New Comiskey’s name is these days. Even “Soldier Field by Sony” particularly if followed by the sportscasters saying every time, “Sony salutes American soldiers past and present,” would be a lot better than “Sony Field.”

    I mean, yeah, Japan’s a friend and ally of the U.S. and most Japanese multinationals employ a lot of Americans and I appreciate whatever company it was wanting to support U.S. sports … but it was insensitively done. History’s not trivial, even when the wounds of the past have been healed.

    PS — I don’t think it was Sony that floated the idea, that’s just for illustrative purposes.

  88. @Spaceman Bill Leah: You sound like you’re from Green Bay. ;)

  89. drjayphd says:

    @SpdRacer: Verily. It’s still rea… erm, the Civic Center to me, dammit! (boot to XL’s metaphorical head)

  90. @SaveMeJeebus: No, no, it’ll be Brawndo. It’s what plants crave.

  91. jeffjohnvol says:

    @rdldr1: Bass Pro shop. Was that before they had the half naked pictures of boys, lol? If you want to shop there, have at it. I just think that the majority of their customers are the panzy types who spend more time in front of a mirror than most. Same goes with the Gap.

  92. SpdRacer says:

    @SpdRacer: former

  93. maxwaver says:

    Haha oh God, I live in Columbus and wasn’t aware of this. I remember when I worked at the New Albany, OH, ANF headquarters they would put up pictures that were not yet photoshopped and the models are really soo ugly. Fucking hilarious, you’re welcome for my input.

  94. Joessandwich says:

    At Providence Saint Joseph hospital across the street from where I work, the entrance is entitled Disney Plaza, and they have the Walt Disney Company Foundation Labor and Delivery department. Granted, it’s right next to Disney Studios and Walt Disney himself was instrumental in the development of the hospital. It is a nice place though, they use the money well!

  95. ladeedah says:

    @LaComtesse: Absulance coming through! We need to lower this teenager’s self esteem stat!

  96. Aph says:


  97. Abbott says:

    I think this is tacky as hell on A&F’s part, but on the other hand, I’m reckoning the business will be dead within the next 50 years, and it will just sound like two people named Abercrombie and Fitch donated it.

  98. hco22boy says:

    I dont undertand why this is in the new again, consumerist reported on this 2 years ago: [consumerist.com]