A Wren Says

This week, I have been musing on the connection between politics and fashion. It’s really about the idea that clothing carries a message with it. I started with the idea that brands sometimes try to distance themselves and the political figures who might want to wear their clothing. But that is not an issue solely in politics. It crosses public figures. Like, what if a literal murderer is filmed wearing your clothing?

If you were following American news at the end of 2024, you will have undoubtedly heard of Luigi Mangione and his targeted killing of then United Healthcare CEO Brian Thompson. As people became sympathetic to Mangione based on their own experiences with health insurance companies, images of him circulated the internet. It led to people looking into what he was wearing. And then going on to sell out those items. And then they went on to create their own merch.

What do you do as a brand in a case like that? Your jacket, backpack, or sweater is popular because of this association. Maybe the best thing is to say nothing at all.  

The CEO of Peak Design, Peter Dering, received backlash after it was revealed he had identified the model of the backpack that Mangione wore. The brand then made it clear that they don’t condone the actions of Mangione. As a response, people called Dering a snitch and made threats to him and his family as a result. Of course, it would be inappropriate to say that death threats are someone’s fault. But the general non-violent backlash could have been avoided. An anonymous tip to help identify a suspect aside, sometimes in crisis communications, the best choice is to say nothing at all. If there is no pressing need, no clear negative impact on your brand, it’s okay to let public discourse go as it may.