This phrase has been used in reference to people boarding hype trains on 4chan since as early as March 2009.
In response to the recent controversy surrounding Abercrombie, writer Greg Karber has launched #FitchTheHomeless, encouraging people to donate their A&F clothes to people in need.
This catchphrase stemmed from a child’s piece of Sonic the Hedgehog fan art that was shared online in the mid-2000s.

