Indigenous body positive brand asks white people not to wear their shirts

brand gesture, pride

Nalgona Positivity Pride’s bold move good for the brand

California-based clothing brand, Nalgona Positivity Pride released a controversial statement specifically to its ‘White Allies’ asking them to not wear their clothes and thanking them for “not culturally appropriating”.

The move has been criticised by some on social media for trying to empower one group while broadly negatively categorising another. For a brand that promotes positively, some believe this is perhaps not the right approach to get attention.

However, when you read the message you can’t help but feel this is a great example of a purpose-led brand who knows who their real audience is.

body positive, brand beliefs, purpose

Nalgona Positivity Pride is not just being provocative for the sake of it, or worrying about who looks best in their clothes.

While controversial, they are being true to who they are and trying to educate non-indigenous supporters of their cause.

The brand takes a powerful stand on behalf of its core audience and doesn’t worry about offending others.

“Appreciation for another culture does not grant permission to take, consumer, or re-purpose marginalised cultures… Supporting indigenous cultures goes beyond wearing a shirt.”

I think this is a brilliant brand gesture that helps promote awareness and understanding of the brand’s purpose. It will also deepen the bond for loyal supporters of the brand.

purpose led brand

Nalgona Positivity Pride (NPP) is a xicana-indigenous body-positive organisation that provides intersectional eating disorders education and community-based support for people of colour who are struggling with troubled eating and poor body-image. NPP’s goal is to help people of colour and indigenous descent folks find education and resources for self-empowering, resistance, and healing.

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.


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