â€œIn every school there are the cool and popular kids, and then there are the not-so-cool kids,â€ he told the site. â€œCandidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people donâ€™t belong [in our clothes], and they canâ€™t belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You donâ€™t alienate anybody, but you donâ€™t excite anybody, either,â€ he told Salon.