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In 2004, Abercrombie and Fitch were in the dock for discriminating against non-white members of staff, and found to be predominantly allocating night shifts to their staff who belonged to ethnic minorities. Mind you, this is a company who once sold a T-shirt that was replete with the slogan “Wong Brothers Laundry Service—Two Wongs Can Make It White” with smiling Chinese-looking figures in conical straw hats.

"Much of what is now proposed for the country as a whole already exists for Hawaii," Abercrombie said. "I wouldn't be surprised to see him citing Hawaii for one of the inspirations for the overall plan.

We’re not experts in anything, but when it comes to identifying brands that are a complete and utter disgrace, we’re pretty sure that it’s fair to slap that particular label on Abercrombie and Fitch.

This follows a recent employment tribunal in the UK which found in favour of an A&F member of staff with a prosthetic arm who was told to work away from the shop floor as she didn’t fit in with the company’s ‘look policy,’ which is said to cover anything from the length of women’s fingernails to what hairstyles and colours of nail polish they wear.

Abercrombie says he's confident the plan is financially feasible and says Republicans still have not come up with a solution to the problem. Abercrombie added, he's proud Hawaii served as the foundation for the President's values.

The American-founded clothing merchants are racking up a decidedly unimpressive list of gaffes, the latest coming after an US court ruled against them after one of their store staff refused to allow an autistic girl’s sister to enter a changing room and help her try on clothes.

But they mean well – last year, in Columbus, Ohio,Abercrombie and Fitch donated $10 million to the Nationwide Children’s Hospital in exchange for the ER room to be renamed the Abercrombie and Fitch Emergency Department and Trauma Center. Luckily, a protest group scuppered the plans, pointing out the company’s “appalling history of targeting children with sexualised marketing and clothing.”

Abercrombie and Fitch – undisputed masters at getting it very, very wrong.