Diesel is facing strong criticism online after releasing a jacket emblazoned with the word “faggot.”
Last month, the fashion brand debuted their “Hate Couture” line, a series of limited edition clothing featuring hateful words chosen by celebrities to correlate with abuse they’ve received online. Celebrities such as Nicki Minaj, Bella Thorne, and Gucci Mane have participated, calling out their haters and embracing Diesel’s slogan for the line: “The more hate you wear the less you care.”
Tommy Dorfman, an openly gay actor best known for his role in 13 Reasons Why, chose the word “faggot.”
Though the ad campaign began in September, pushback on social media has come in waves, with Twitter users criticizing the brand for using a word that continues to be used against the LGBTQ community and that many consider violent and actively harmful.
— Danny (@r2danny2) November 7, 2018
What the flying fricken hell is this????? I have the strongest hate for this word and the way it’s thrown around like it’s nothing, and they’ve just gone and put it all over a jacket. It isn’t a positive word that should be plastered all over a jacket. Bold move diesel bold move.
— Char ✨ (@charbirtlesx) November 7, 2018
— Andrew Hayden-Smith (@AndrewHaydSmith) October 12, 2018
Others argue that “faggot” is being reclaimed by the community the same way “queer” often has been, and that Diesel is on point with the campaign.
To be honest, I'm with Diesel on this one. Ny taking ownership of a word you take away its power. I'm gay and faggot is my favourite word. It's also used frequently within my circle of friends both gay and straight. I'd wear that jacket. https://t.co/Km8Qv9Tk4J
— Friends Call me Dom (@Duke_Silverback) November 8, 2018
We STAND with @Diesel and their FAGGOT jacket. And if you dont, you are a huge hypocrite. Also:
“All proceeds from this jacket are benefitting the @AliForneyCenter
In NY which provides shelter, food and programs to homeless LGBTQ+ youth. The majority are ppl of COLOUR &/or #HIV+ pic.twitter.com/p1eyBGdfg1
— Gay Male Journal (@Gaymalejournal) November 8, 2018
The jacket appears to currently only be available in the Diesel UK online store, though homophobia is readily available everywhere.