The North Face shows its true colours

Another day and yet another brand is in the firing line for daring to align themselves with people that some people would rather those brands didn't acknowledge the existence of.

This time global outdoor leisurewear company, The North Face - known for their rugged casual goods - have for the second year running (last year the Internet was clearly not available to Fox News viewers) teamed up with environmentalist drag queen, Pattie Gonia, to celebrate the Summer of Pride.

As has become customary in response to these kinds of tactics - some people have taken to social media to express their outrage at the idea; vowing to "never buy another North Face puffer ever again" in protest.

The North Face Summer of Pride campaign follows similar brand messages from the likes of Bud Light, Target and Adidas over LGBTQ+ inclusive campaigns and products.

Along with the video, The North Face has also launched a rainbow-hued clothing line and has partnered with various LGBTQ+ organizations around the world.

So this begs the question - 'Should brands be opening themselves up to being more inclusive and building relationships with people who are different to the typical kind of person who finds this kind of inclusive relationship building offensive?'

The answer lies in the absurdity of the question.

There are very few brands that I'm aware of that would publicly say that their values align with fear and hatred of others.

The North Face as a brand in particular are committed to 'exploration and progression' - so exploring new ideas and welcoming all customers to the brand is right in-line with what they believe.  

The North Face brand purpose

Being a pioneering part of a more inclusive future looks like a no-brainer to me.


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