I’m sure you know “The North Face.” This is the company that offers outdoor recreation gear like boots, shoes, jackets, sleeping bags, and backpacks.
These are made to fit even the toughest, most rugged outdoorsman who might want to brave the erratic weather that occasionally breaks out on a bright, pleasant, cloudless day.
They are a rugged outdoorsman company through and through.
They Never Learn
So, it might surprise some to discover that The North Face is joining the growing list of “woke” businesses determined to advance the LGBTQIA+ agenda.
It’s doing this by endorsing rainbow-themed children’s apparel amid using drag queens and transgender people as their face to demonstrate how excellent they are at virtue-signaling.
.@thenorthface is setting the right example for businesses. When faced with bigotry, companies must double down — not back down — on their support for LGBTQ+ people. https://t.co/GGyPUAHbSX
— Human Rights Campaign (@HRC) May 27, 2023
The only issue is, of course, that a large percentage of consumers detest the concept. Other businesses that pursued this strategy, such as Anheuser-Busch with its ill-fated effort to pander to woke sensibilities, suffered severe and most likely irreversible losses.
Some analysts estimated that the resulting financial impact on Anheuser-Busch could reach $15 billion. Also, the company is unlikely to regain its lost 12 percent market share within the next 18 months.
Radical Approach
As the anti-transgender backlash gains momentum, more businesses are expected to follow suit.
Observers assert it is not that customers detest individual transgender people, but rather the overtly radical strategy of the transgender mob is off-putting to the majority of individuals.
North Face goes WOKE!
The outdoor clothing brand has released an advertisement for the brands new ‘Summer of Pride’ campaign which includes rainbow covered clothing for children.
The ad features a Drag Queen encouraging everyone to “Come Out.” pic.twitter.com/X4F0sv2kHm
— Oli London (@OliLondonTV) May 24, 2023
The North Face put out a video ad featuring Pattie Gonia, a dull drag queen with a dubious mustache, who urges viewers to “come out,” regardless of whether they want to or not.
According to one reactionary journalist, they are sending a subliminal message not to purchase their goods if your values do not align with theirs. Nothing shouts ‘rugged outdoors explorer’ more than an elderly man wearing a rainbow-colored dress and a wig.
This article appeared in NewsHouse and has been published here with permission.
