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Capture d’écran 2018-11-09 à 10.09.23

Fashion: Diesel Criticized For “Faggot” Jacket

(Image credit: Screenshot from Diesel’s Youtube page)

Would you guys wear clothing that had a slur on it?

It’s a debate that’s recently been sparked online as fashion brand Diesel has been getting a lot of criticism for its “Hate Couture” range, specifically for a bomber jacket that has the word “f****t” on its front pocket and all over the back.

“Hate Couture” features pieces covered in offensive and provocative terms and aims to encourage customers to reclaim these offensive words and use them for empowerment instead.

Celebrity “Hate Couture” endorsers include actress Bella Thorne, rapper Nicki Minaj, and actor Tommy Dorfnan. Thorne chose the word “slut”, Minaj chose the words “the bad guy”, while openly gay Dorfnan picked “faggot”. Dorfnan says he chose the word after receiving homophobic abuse online.

Watch the ad campaign below:

While the campaign started last September, outrage over the fashion range only started picking up recently, with Twitter users calling it “horrendous,” and saying that they are “appalled” by it. See a sampling of the tweets below:

In a response sent to The Independent, Diesel stood by the campaign and said that they seek to “disempower those that create the hate and manifest negativity.”

A media spokesperson for the brand told The Independent: “Diesel strongly feels that bullying is one of the critical issues of our times. Bullying in all forms effects millions worldwide and we are committed to using our platform to raise awareness for this issue.”

The brand also told the newspaper that part of the proceeds from the line go to a charity that protects LGBTQ youth: “We have donated a portion of sales from Hate Couture together with OTB Foundation to the Ali Forney Center (a charity selected by Tommy Dorfman) whose mission is to protect LGBTQ youths from the harms of homelessness and empower them with the tools needed to live independently.”

What do you guys think? Would you wear a jacket that says “f****t”? Share your thoughts with us in the comments section below.


There are 31 comments

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  1. Jeffrey

    Since you did not spell out the word that should tell you how offensive it can be. But I guess a gay man can call another a faggot and it’s ok. Much like a black man can use the N word.
    Go figure.

    It all comes down to respect. Something that the American Society as a whole lost a long time ago.

  2. anonimatovato

    Not only a slur but what a risky way to get name called and bashed. Unless the guy is bodybuilder type, most would risk getting a beating. Imagine wearing that at a hs or college? C’mon now! p.s. Diesel is over rated anyways.

    • rob

      please i think i will get it for my high school reunion. this reminds me of the last time i was called a fag was by 3 rednecks in a truck parked in a hotel parking lot. as i walked by one of them said “fag” i stopped and looked at him for a few seconds and then i said “wow, that’s amazing, you sure are a lot smarter than you look” and i smiled and as i walked away i could hear his buddies laughing and giving him a hard time. yes if i heard the door open my ass would have ran into the lobby so fast, my point is this is how i too have always handled homophobia , with a little polite, in your face, back at you, kind of humor, but i do have a very sharp tongue so its easy for me. and no i am not a a body builder i am a 50 yr old ,5’8″ 145 lbs FAGGOT! 🙂

    • Kaly

      Precisely what I was thinking as I watched the clip. Anytime I hear people try and justify using a gay slur, I think to myself, lets imagine doing that with the N word

  3. Casper

    It is just another indie of the ignorant. Andy Warhol got it right: “A person’s 15 minutes of fame.” Does this person have anything of merit to offer…except to sir-the-pot simply because he can?

    Too much of the ‘crap’ gets too much of the attention. He wants attention and he doesn’t have enough between his ears to get it intellectually and contributory. Is it no wonder why righteousness get confused with liberalism and those who espouse equality and non-discrimination, do, in fact, practice each and both?

    It is no wonder why we gays are so utterly at the disposal of the haters who see our own self-depreciation and turn it against us: It is a self-fulfilling prophecy…we do it and we get it.

  4. Hunter0500

    A move by Diesel that should be applauded. He has put bullying front and center. Why not offer clothing that “encourages discussion”? Put it on a built guy and see how few weanie straights challenge him about it? There are gays and gay-friendly straights who would welcome the “discussion”.

    And, no surprise, the politically correct left-leaning whimpy crowd sit behind their phone, computer and laptop screens and scream and whine about how wrong it is. And many gays will cry about how cruel it is and how it makes them ever so much a victim (“sista .. you’re a victim about everything….no news there). As always, not looking at the big picture; Diesel is doing you a favor.

    I’m not built enough to encourage the discussion. Let the market decide … if the items sell, a statement has been made. A good one, actually.

    • Dave

      lol you really love to go against common sense all the time… I kinda knew you would love the jacket though…You should buy it, would suits you perfectly, I’m sure. Trump supporter wearing Diesel jacket! A good match. And don’t forget your red cap “make america GAY again”

  5. Jer

    People that feel the need in the society to want to have empowerment
    Why would you use a what’s always generally been offensive & an abusive term & such to plaster it all over a jacket and that you would feel proud wearing it and keep in mind you just paid $350 to do it
    People that are bullies do this at no expense people that are bullies to it being mean, rude, and out right offensive
    I have a few pairs of diesel jeans that I bought recently never really afford anything but Levi’s until the flare jeans come out more than probably two decades ago mid 90s and it’s like the switch of luck to the skinny Jean why would you in brace something just because it’s a trend or it’s in or like this particular situation it’s about in power meant you should be able to pull on a pair of jeans pants whatever a shirt dress shirt A suit and tie
    For women to wear a dress ,a skirt and a blouse & jeans and a tee whatever and walked on the street and feel empowered without having to record a word or term plastered all over at the cost you $350 in order to do so
    I’m going to mention this as a side note to this whole issue I’m not of Scottish descent but I have partial Irish descent
    I am a huge fan of the Scottish dress – of a kilt & the traditional clothing and it’s a question of
    -does it & is it offensive to any Scotsman
    Or to the beautiful people of Scotland or otherwise that I would wear a kilt other than I think it looks cool and especially the kilt looking like it does on a guy
    it could be deemed as being feminine I’d one did t know the culture and traditional ways of the Scottish people
    People could deem it as offensive and not culturally right on my part
    If you are a gay man , lesbian woman , transgendered of whatever setup , heterosexual , or any other the other terms used ingest people sexual orientation or identity or otherwise , you shouldn’t need a piece of clothing with a term word plastered on it that’s been used offensively for most general senses to empower you
    It’s like I would look to the 1980s there were black and white T-shirts white two shirts with black logo riding our George Michael being one of them that was known for wearing it in his videos photo shoots otherwise that’s said CHOOSE LIFE , Or FRANKIE SAYS RELAX , what I just feel Nevada called that was done by the guardian for what’s called slogan T-shirts and apparently designer Vivian Westwood did one with the swastika that had destroyer on it as well and was considered the ultimate punk T-shirt and I would imagine between decade to decade and now like the first lady of United States wearing the jacket don’t care people have to interpret things the way that they want to but at the same time there’s a huge responsibility that comes with wearing stuff like that it’s like no different than me wearing a South Park T-shirt kids me thinking that it’s A car turning out to anybody that knows what South Park and they can be very crass Foulmouth very naughty and Very offensive in a lot of ways, Diesel needs to really be held responsible for such a jacket or any other clothing they make amongst any other fashion designer or other clothing manufacture because there is a sense of responsibility that goes behind the word been years like this and yet whether people use of her in power meant or otherwise it hasn’t always been the case for many many lifetimes people have died been beat up abused and killed for a term used like the word Faggot, And it’s not right that gay men use the term amongst themselves
    it’s no different than blacks using in the term N*gger amongst themselves or any other slang slur that one type people think it’s OK to get others it’s off-limits LOL

  6. Boca

    What the fuck is in their heads, this only inspires others to scroll these words wherever they choose. Wrong Campaign! I don’t care who the fuck or the reason these MF’s are or give. And Niki Minaj you missed ur History Class. Singing doesn’t make one intelligent.

  7. Itsmisterfag2u

    This has got to be the very most infuriating of any type of slur I have ever heard in any way shape or form. Why would anyone want to take ownership of it unless it is out of self hate?

    Well, let’s put it this way: I am of Asian heritage and I would rather be called a Chink than a Faggot.

  8. william owens

    Give me a f**king break Diesel!!! Empowerment??? Really??? This is an open invite to harass, bash, bully or get your ass beat! NOTHING positive will come out of this.

  9. JJeguy

    Whatever the message is crossed or interpreted It sure does not demonstrate the REAL message Not matter how sublimble it may or could These words faggot FAT or otherwise still bring offensive terms to any person. Plus using music from the 50’s by whoever is promoted such nonsense and not worth a penny to pay. Diesel is WRONG Yes I believe in the right of expression but this method is incorrect. Just like Art placing a crucifix in urine and saying it expression meaning to piss on Christ. I guess next is changing our United States Flag and place derogatory symbols on it.

  10. Jeff

    Me wear that? NO WAY!

    I am curious what members of the BDSM community would say. There seems to be enough subs that enjoy being called that.

  11. Jim

    No, I wouldn’t buy it, wear it, nor do I think the jacket attractive even without the offensive word on it. It is an invitation in these days to be the target of a battery, or at a minimum, an assault. Who needs that? Stupid marketing idea for any general usage safely.

    However, as to reclaiming the word, I’m not entirely certain it needs any reclaiming. A “faggot” or a “fag” has long been regular British English slang for a cigarette. However, more importantly, a “faggot” is a standard English word acceptable in use for centuries, most commonly the word for a bundle of sticks tied together suitable to use as a torch to light bonfires or as fuel for a fire. A second meaning is as a bouquet garni used in cooking, probably derived from the similarity of some bundled herbs as a miniature to the word’s primary meaning of bundled sticks.

  12. Steven Leitman

    y’all need to take your xanax in our over pc world you are the reason why fashion like this exists i feel it’s an attempt to take the words from something hateful to something empowering and if you are too scared to support it that’s your deal don’t make it mine.

  13. headsupguy

    A large segment of the gay male population throw this word around in gay social settings, with no negative repercussions, similar to the way black men drop the N-word within their own circles of black friends. These words are offensive only when used in settings outside specific social groups.

    The Diesel jacket is ideal for someone who has the extra money to spend on a garment that he can safely wear in only one setting: a gay bar. Jackets overprinted with obnoxious text do nothing to enhance the wearer’s appearance or validate her/his fashion sense, but they are perfect for prima donnas who require excessive amounts of attention, such as Bella Thorne, Niki Minaj, Tommy Dorfnan and Melania Trump.

  14. Scott

    I would wear this jacket.. I was called a faggot all through school. No support from the school, but hey.. This was the 80’s.. I would wear it and own it as saying.. Yup.. Faggot here.. & I am one proud faggot.. This faggot survived.. May sound goofy, but i get it.. Call me a faggot today.. It is don’t bother me at all.. I didn’t want to own my sexuality as was beat up, bullied, and name called.. I was like that timex watch that took a beating and kept on ticking..

  15. nick

    repulsive, do you think next week they will come out with one with the N word on it? It is exceptionally offensive, promotes hate and bashing to say the least.
    They should recall every one of them, put them in a shredder where they belong and issue a huge apology. However, for me, them thinking it is ok at any time negates any apology that would soothe anyone. The harm is done to their relationship with the public.

    I will NEVER buy anything from them again… ( it took me almost 20 years after Anita Bryant’s fall to drink OJ again.

  16. mark patterson

    NIKKI MINOGUE HAS A SONG EVERY LINE HAS ”’N88ER” in it, ”hipper hoppers,hippity hoppers” say gays are fags, women are ”ho’s”make hatefull comments about asians, others, DO PEOPLE OBJECT,NO,WHY, DEGRADING CULTURES ”’DRAKE OR SHOULD I SAY ”DRECK” AND NIKKI MINOGUE( AND I DOUBT THAT’S HER REAL LAST NAME,STOLE IT FROM KYLIE MINOGUE), sing ”’i keep my n777ers with me, i keep my rich n888ers with me” ,WOULD IF BILLIE RAY CYRIS SANG THAT SONG!!!, THE BLACKS WOULD RIOT, AND WANT HIS HEAD ON A STICK,THEY ARE REINFORCING EVERY NEONAZI,SKINHEAD WHO WILL DECLARE”’IF THEY CAN SAY THE ”’N”’ WORD,WHY CAN’T WE”’????, AND THEIR RIGHT,THIS IS DEGRADATION TO BLACK RACE AND OTHERS, WOMEN ARE ”’HO’S”,GAYS ARE FAGS,WHERE HAVE YOU PEOPLE BEEN. HYPOCRACY,AND FOUL EVIL NASTY WORDS TO SELL AND MAKE MONEY!!!!, and gays themselves run down each other,it’s sickening

  17. Urban

    Odd that the only hate word that I see in this campaign is faggot, I don’t see the N word or words that are derogatory to Jews, Italians, or immigrants, etc… Perhaps this brand thinks the only hate speech they can get away with is against the gay community.

  18. Kalik

    I am sure there are more serious news out there than worrying about someone using the word faggot. I am black and gay and I use the word faggot and nigga… enough already this this darn PC….

  19. Roberto

    Wow! How original! Can we imagine pink triangle? Yellow Star of David? Diesel has just stepped it up. Reclaim n restate the words n images of the oppressors: faggots, pansies, queers, sluts, etc. In so doing these hateful images n slurs lose their power over us faggots. Be proud, strong faggots! Flame on u closeted neurotic freaks!


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