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.
\u201c@mattjeast_ @DIESEL What the flying fricken hell is this????? I have the strongest hate for this word and the way it\u2019s thrown around like it\u2019s nothing, and they\u2019ve just gone and put it all over a jacket. It isn\u2019t a positive word that should be plastered all over a jacket. Bold move diesel bold move.\u201d
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.
\u201cTo 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.\u201d
— Friends Call me Dom (@Friends Call me Dom)
The jacket appears to currently only be available in the Diesel UK online store, though homophobia is readily available everywhere.