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Rapper G-Eazy Joins the List of Artists Dropping H&M Partnership

By JaVonni Brustow / Published on Wednesday, 10 Jan 2018 12:29 PM / No Comments

Another day has gone by and H&M is still hemorrhaging celebrity partners. This time it’s Oakland born rapper G-Eazy whose H&M line was just announced less than 30 days ago.

“G-Eazy is such a cool guy, he defines the menswear moment right now and it’s been a real pleasure to work with him on these sharp pieces,” Andreas Löwenstam, H&M’s men’s head of design said in the December 15th announcement. “We love his unique take on streetwear with tailoring, and his love of checks and vivid colour. We look forward to reveal more about the collection with all G-Eazy and H&M fans,” Andreas continued.

Well, it looks like fans won’t be getting a piece of his style any time soon, at least with H&M. A recent Instagram post of his displayed his disgust for the Swedish company’s website showing a black boy wearing a hoodie saying Coolest monkey in the jungle.”

“Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM… Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I’ve decided at this time our partnership needs to end,” G-Eazy wrote in an Instagram post Tuesday evening.

“Whether an oblivious oversight or not, it’s truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable,” he continued.

He countered the ad with a viral image of advertisement showing the young boy wearing the same hoodie that now says “Coolest King in the World.”

“I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level,” he said.

Our position is simple – we have got this wrong and we are deeply sorry. We have a responsibility to be aware of and attuned to all racial and cultural sensitivities – and we have not lived up to this responsibility this time.”

This may have been simple to H&M but the backlash certainly will not be. It’s these types of events that cause corporations to do internal investigations reviewing the processes in place on how these types of things make it to the public. We’re certainly hoping that’s what happens here.

Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM… Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I've decided at this time our partnership needs to end. Whether an oblivious oversight or not, it's truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can't allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.

A post shared by G-Eazy (@g_eazy) on

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About JaVonni Brustow

Urban Conservative, Principal at VM3 Media, Co-Editor-in-Chief of PopGlitz.com and MogulPundit.com, Javonni Brustow is a Communications and Media Consultant in Washington, DC with a decade of experience as a seasoned concert producer, marketing expert and brand management expert with multiple news publications. He can be heard LIVE Sundays at 3pm on Popglitz Radio and is a regular on the 'Did She Say That' Breitbart Radio Show with Sonnie Johnson. Inquiries: javonni@VM3Media.com