The Pride Month fireworks are popping off, and the first casualty is North Face. The outdoor clothing company has decided to go all in with the rainbow industrial complex and have partnered with a drag queen, Pattie Gonia, for its “Summer of Pride” campaign.
The campaign began with an ad posted on Instagram featuring “Gonia” inviting North Face fans to “gay sashay across the nation” with events in several states. In the video, the drag queen promotes the company’s “Outside Together” collection of rainbow-colored shirts, hats, shorts, and more in adult and youth sizes.
But the move has faced backlash from those who think outdoor apparel should be about, you know, outdoor activities, not politics and social issues. Some customers have even called for a boycott of the company.
Despite the criticism, North Face has doubled down on its decision, saying it wants to make the outdoors a “more accepting and loving place.” The company has also issued a warning to its online community, saying it has a “zero-tolerance policy” for any negative comments.
👇I cant get over how stupid these companies are. Bud, Target, Disney & now North Face w the gay/trans/pride crap. Seriously what numbers of the population in the trans or gay community buy Budweiser beer, shop at Target, go to Disney or go camping? https://t.co/vLBedsdYOb
— ElaineW (@EW_1954) May 26, 2023
Well, it looks like North Face has joined the ranks of companies who have caved to the pressure of the Pride Month propaganda machine. It’s a sad day when a company dedicated to the great outdoors has sold out to the forces of identity politics. But at least we know they’re still committed to censoring any views they don’t agree with.