Local online clothing store Superbalist have done an about turn on keeping mum about the Black Lives Matter movement following pressure from the public and their staff.
It is understood that employees at the company asked bosses to support the movement. Superbalist's response was that it is against company policy to speak on matters that doesn't affect their business
Producer and creative Gina Jeanz, who used to work with the brand, said that she was disappointed with how the situation was handled. Her tweet spurred others to add their voices as well.
%%%twitter https://twitter.com/superbalist?ref_src=twsrc%5Etfw">@superbalistand I’m so disappointed with how the employees are being treated for wanting to address #blacklivesmatter, being told that they should be grateful they have jobs. This is unacceptable. @ them
— BLM ✊🏾 (@GinaJeanz)
%%%twitter https://twitter.com/superbalist?ref_src=twsrc%5Etfw">@superbalistwe want to know what is going on pic.twitter.com/pq5mOplfQ5
— BLM ✊🏾 (@GinaJeanz)
I did work with superbalist that isn’t out yet, so now I must cancel and send their stuff back ngoba they don’t care about what we go through, we are only good enough for ads 🙂
— Nompumelelo Ledwaba (@Mpoomy_Ledwaba) June 11, 2020
Superbalist built a brand using black urban culture and PoC influencers. BLM is your brand. The 85% black staff is meaningless if the management, board, and decision makers are all white. This is disappointing, but totally expected.
— Ashlin (@AshlinSimpson) June 11, 2020
%%%twitter https://twitter.com/superbalist?ref_src=twsrc%5Etfw">@superbalistfrom @ali_hen and @GinaJeanz, I’ve been confused to hear about what allegedly goes “against policies”. Because I wrote the policies. In case I was dreaming I went back and had a look at the handbook that published when I was Head of Copy there. pic.twitter.com/98GtYOTJ5g
— Cayleigh Bright (@CayleighBright)
As a result of the outcry, Superbalist issued an apology statement.
A statement released by Superbalist.
Although the brand has apologised, it may be too little too late. Some customers aired their opinions, with a few threatening to delete their apps. Others also accused the brand of deleting people's comments.
%%%twitter https://twitter.com/superbalist?ref_src=twsrc%5Etfw">@superbalist! How can I delete my account? I'd like to close my account and be removed from all your databases. I don't support businesses that don't support the same black people they use for aesthetics.
— LDP (@LD_P)
%%%twitter https://twitter.com/superbalist?ref_src=twsrc%5Etfw">@superbalist pic.twitter.com/vToo5sEnZm
— Tumi Sole (@tumisole)
%%%twitter https://twitter.com/superbalist?ref_src=twsrc%5Etfw">@superbalistDeleting people’s comments won’t delete your racist ways. It only highlights them.
— Trevor Stuurman (@trevor_stuurman)