‘Do your research!’ Pip Edwards hits back at critics after her brand P.E. Nation was slammed over ‘tone-deaf’ Instagram post about racism
Pip Edwards has hit back at critics after her activewear brand P.E. Nation was slammed online over a ‘tone-deaf’ Instagram post about the Black Lives Matter movement.
The post, which was uploaded earlier this month, declared that there should be ‘equality for all’ – but failed to mention the critical protest itself by name.
Many fans took umbrage at the fact the post failed to mention the suffering of black people after Mr Floyd’s death at the hands of American police.
‘Do your research!’ Pip Edwards, 40, (pictured) has back at critics after her brand P.E. Nation was slammed over a ‘tone-deaf’ Instagram post about racism earlier this month
Dozens of angry commentators replied to the post, accusing P.E. Nation of ignoring the suffering of people of colour – and even threatening to boycott the brand.
One person even branding Pip’s behaviour as ‘quintessential white privilege’.
Speaking to The Sunday Telegraph this weekend, a defiant Pip said: ‘Do your research, scroll through our Instagram, learn who we are as a brand, don’t jump on the bandwagon and if you are going to criticise, have something poignant to say… talk with truth.’
‘Equality for all’: The post, which was uploaded earlier this month, declared that there should be ‘equality for all’ – but failed to mention the critical protest itself by name
Pip, who runs the successful fashion label with Claire Tregoning, said that equality is entrenched within the brand philosophy of P.E. Nation, and that this is clearly evident within its social media posts.
Pip said the sheer amount of backlash is due to ‘tall poppy syndrome’, something which she believes is endemic to Australia.
Calls for racial equality, particularly at the hands of police, have resulted in worldwide protests following the killing of George Floyd in America.
‘Not good enough’: Dozens of angry commentators replied to the post
Backlash: One fan of the brand (pictured) said the message was ‘tone deaf’ and ‘misses the mark completely’ as it didn’t mention Black Lives Matter
Mr Floyd died on May 25 after a police officer stood on his neck for eight minutes, during which bystanders pleaded for his life.
Another high-end fitness brand, Luluelemon, have made numerous posts about Black Lives Matter, and donated $250,000 to related charities.
Major brands have flocked to throw their support behind the movement, often using the ‘Black Lives Matter’ slogan.
The phrase ‘Black Lives Matter’ is used to tell the public about the disadvantages people of colour suffer in society, which are disproportionate to those suffered by white people.
Defense: Pip, who runs the successful fashion label with Claire Tregoning (left), said that equality is entrenched within the brand philosophy of P.E. Nation, and that this is clearly evident within its social media posts