An advert titled “Pride Summer” by The North Face has sparked controversy online.
The video, which has been viewed more than 3 million times, features a man dressed as a drag queen who immediately introduces himself as “Patti Gonia,” a nod to the popular Patagonia brand.
“Hello, it’s me Patti Gonia, a real gay man,” he said with a smile. And today I’m here to invite you to go outside!” he adds, alluding to coming out of the closet.
Accompanying the Instagram video, the company explained its motives.
“Nature lets you be who you are, so for the second year running @thenorthface is hosting Summer of Pride in partnership with @pattiegonia (she) to celebrate you and all the beautiful ways you leave home,” can we read.
Photo from Instagram | The North Face
Several netizens have expressed their dissatisfaction.
“You know what, North Face came out of my closet,” one commented.
Photo from Instagram | The North Face
“Those who wake up go bankrupt,” wrote another, playing on the homophony between “woke” and “broke”.
The North Face responded to the user, “We recognize our brand’s opportunity to shape the future of nature, and we want that future to be a more accepting and loving place.”
Photo from Instagram | The North Face
Despite several netizens threatening to boycott the brand, the company has no plans to deviate from its advertising campaign.