(CNN) -- Jes Baker is cutting retailer Abercrombie & Fitch down to size. Baker, who blogs under the name "The Militant Baker" and wears a size 22, changed the brand's A&F logo to "Attractive & Fat" in a mock, black-and-white Abercrombie ad to challenge the line's branding efforts. The photos come as a provocative response to contentious comments Abercrombie CEO Mike Jeffries made in a 2006 Salon article about the multibillion-dollar brand's target audience. "In every school there are the cool and popular kids, and then there are the not-so-cool kids," Jeffries said. "Candidly, 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 don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely."
@highlight
Comments made by Abercrombie & Fitch's CEO offended some consumers
@highlight
"Militant Baker" blogger Jes Baker spoofed the retailer's ads by making her own
@highlight
The blogger says plus-sized women like her get short shrift from retailers
@highlight
Baker says women and men can be "attractive and fat," so retailers should take notice
When @placeholder is gone, there's going to be another company.