Outdoor apparel brand The North Face faces calls for a boycott after it unveiled new ads featuring drag queens ahead of Pride Month.
The ad is part of the company’s second annual “Summer of Pride” campaign, featuring a drag dude calling himself “Patti Gonia,” a play on the name of North Face competitor Patagonia. Featuring Wynn Wiley of Queen.
Drag queens describe themselves on social media as “environmentalists” and “organizers of communities building a more diverse outdoor and environmental movement.”
“I’m gay in real life. I’m here with The North Face and I’m here to help you get out in nature with us,” he wrote on social media. In the ad he says:
Wiley wrote in the ad, “Nature lets you be yourself. That’s why @thenorthface is hosting the Summer of Pride with @pattiegonia (them/her) to celebrate you and all the beautiful things you spend outside. For the second year in a row, we’re hosting a Summer of Pride to celebrate how we do it,” she captioned. ”
The backlash on social media was swift.
Rep. Marjorie Taylor Greene tweeted, “When big brands sexually target children, it makes me want to buy all generic clothing now.” She added, “Plus… we can save a ton of money instead of wasting money on labels that take care of our kids.”
When big brands sexually target kids, it’s now tempting to buy all generic clothes.
Plus, we can save a ton of money instead of wasting money on labels that take care of our kids. #groomers boycott https://t.co/YxyqCmTy6H
— Marjorie Taylor Green ???????? (@mtgreenee) May 24, 2023
Green ended the tweet with the hashtag #BoycottGroomers.
Former Republican congressional candidate and Republican activist Robbie Starbuck tweeted: They yell that you shouldn’t buy their product if it goes against your values. Accept their challenge. ”
Can someone please explain how this ad will help @thenorthface Do you sell outdoor clothing? They yell that you shouldn’t buy their product if it goes against your values. Accept their challenge. The North Face is owned by VF Corporation, which also owns Supreme, Vans and Timberland. pic.twitter.com/9RwVljsa9N
— Robbie Starbuck (@robbystarbuck) May 24, 2023
Target and Anheuser-Busch face similar boycotts, so they’re getting a boost, but The North Face doubled down.
“We recognize the opportunity our brand has to shape the future of the outdoors, and we hope that future will be a more welcoming and loving place,” the North Face said on Instagram. . “We partner with Patty because we believe the outdoors can be fun for everyone.”
“The North Face online community is designed to be a safe, positive and inclusive environment,” continued the brand. “Therefore, we have a zero-tolerance policy for racist, discriminatory, threatening, abusive, harmful, vulgar, or offensive social media comments that will be removed immediately. increase.”
The brand has now turned off all comments on Pride posts.
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