Outdoor brand The North Face is facing conservative backlash and unwarranted criticism for its Pride Month campaign and LGBTQ+ allyship. In recent months, there has been a growing trend of conservative individuals targeting brands that promote LGBTQ+ inclusivity or engage in partnerships with queer individuals. This backlash has taken the form of boycotts, threats, and the spreading of anti-trans rhetoric.
One such incident occurred in April when Budlight faced backlash after trans TikTok star Dylan Mulvaney participated in their March Madness contest while celebrating her first year living as a woman. Despite the positive response from many of Mulvaney's fans, right-wing lawmakers and conservatives, including Kid Rock and Marjorie Taylor Greene, announced their boycott and unleashed violent anti-trans sentiments.
Another example is the recent backlash against retail giant Target. The company introduced trans-inclusive Pride Month merchandise in their stores, which led to bomb threats, boycotts, and employees facing violent threats from right-wing customers. In response to these volatile circumstances, Target made adjustments to their plans and removed some of the Pride merchandise that had become the center of confrontational behavior.
The North Face, known for its outdoor apparel and gear, has now become the target of conservative outrage. On May 23, the company announced its Summer of Pride event on Instagram with the support of drag artist Pattie Gonia. However, the campaign immediately received backlash, prompting The North Face to disable comments on the post.
Despite the unwarranted criticism, The North Face remains steadfast in its commitment to its Pride Month campaign and LGBTQ+ allyship. In a statement to Newsweek, a spokesperson for the company emphasized their belief that the outdoors should be a welcoming and safe space for all. They expressed gratitude for partners like Pattie Gonia, who help make this vision a reality, and reiterated their dedication to creating a sense of community and belonging in the outdoors. The North Face's social media posts have also emphasized their belief that the outdoors should be accessible to everyone.
The brand's stance has garnered support from LGBTQ+ activists, including GLAAD president and CEO Sarah Kate Ellis. Ellis praised The North Face for standing firm in their allyship and highlighted that supporting LGBTQ+ individuals and allies is not only the right thing to do but also beneficial for business. She emphasized that siding with a small number of violent extremists who seek to marginalize LGBTQ+ consumers and employees is not in the best interest of companies.
Despite facing backlash, The North Face remains committed to promoting inclusivity and acceptance within the outdoor industry. Their response serves as a reminder that support for LGBTQ+ individuals and the fight against discrimination should always be prioritized, even in the face of opposition.