Beloved fitness fashion brand PE Nation has been slammed over a ‘tone-deaf’ Instagram post about the global Black Lives Matter movement.
The brand, founded by Pip Edwards and Claire Tregoning, posted on social media saying ‘equality for all’ but failed to mention the critical protest itself by name.
Calls for racial equality, particularly at the hands of police, have resulted in worldwide protests following the killing of George Floyd in America.
Major brands have flocked to throw their support behind the movement, often using the ‘Black Lives Matter’ slogan.
But PE Nation posted a message simply saying: ‘One nation. One world.
‘Our diversity in race, gender, religion and age is our global strength.
Pip Edwards (pictured, right) founded the brand PE Nation with Claire Tregoning (left) but have come under fire from the Black Lives Matter movement
Champion surfer Jess Miley Dyer questioned PE Nation for not mentioning Black Lives Matter on its social media pages (pictured)
‘We must unite and stand together, to make for a greater change.
‘We will not tolerate any kind of discrimination. .
#WeAreAllInThisTogether #equalityforall #equality’
For some fans of the brand, this didn’t go far enough – and failed to mention the suffering of black people after Mr Floyd’s death at the hands of American police.
Dozens of angry commentators replied to the post, accusing PE Nation of ignoring the suffering of people of colour – and even threatening to boycott it.
One wrote: ‘If you are going to succeed as a brand, you need to make mention that black lives matter.
‘Right now, it is not about “All” because “All” of us aren’t dying.
Black people are! This is a lazy PR post. You are being lazy.’
Another added: ‘As a black woman who wears your products this is by far the most disappointing post by a retailer that I have seen in the midst of this situation.
This is the post PE Nation put on its Instagram page to address the global movement for racial equality, saying #equality for all
Pip Edwards was accused of being ‘quintessential white privilege’ by disappointed fans, after her brand PE Nation failed to mention the Black Lives Matter movement by name