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A single comment from the director has caused problems for a Danish clothing brand.
The popular clothing brand Norse Projects – and not least its founder, Tobia Sloth – has ended up in a regular s**tstorm.
The s**tstorm is based on the social media Linkedin, which is primarily aimed at the business world and which many use to profile themselves professionally.
A Linkedin user asked on the platform what you would remove from Earth that would make it better if you could only choose one thing.
Does this come in a non-racist version or is it against the founder’s vision?
While just under a thousand users have answered everything from “nanoplastic particles from the biosphere” to “rainforest destruction” and “mercury-based gold mining”, Tobia Sloth’s one-word response was without further explanation:
– Islam.
That answer has struck many a chord – both in Denmark and in the USA, where Norse Projects has a large customer base. They criticize the company for being built on a racist foundation.
The criticism has already caused Tobia Sloth to apologise, but it is not certain that the apology is enough to save the company’s reputation, assesses a branding expert.
Although Tobia Sloth’s comment was quickly deleted from Linkedin, it has gotten people both in Denmark and internationally to the keys with massive criticism of Norse Projects and its founder….
