Canadian accessories company Dbrand, known for its collaborations with prominent content creators such as JerryRigEverything, has found itself embroiled in controversy following accusations of racism stemming from its response to an Indian customer on Elon Musk’s X platform. The incident has ignited widespread outrage, prompting condemnation from notable figures like YouTuber Marques Brownlee, commonly known as MKBHD.
The Controversy:
On a Wednesday, Bhuwan Chitransh, an Indian expatriate based in the Netherlands, lodged a complaint on X regarding his MacBook skin purchased from Dbrand, citing color change issues within a few months. Rather than addressing Chitransh’s concern, the official Dbrand account allegedly responded with a derogatory remark about his last name, triggering an immediate backlash. The contentious response garnered over 8 million views, with X users expressing disappointment and calling for an apology from Dbrand.
MKBHD’s Response:
The controversy caught the attention of MKBHD, who announced his decision to sever ties with Dbrand until the contentious tweet was removed. He stressed that while humor is permissible, the harm caused by this incident was unwarranted and unacceptable. MKBHD urged Dbrand to engage in genuine reflection and accountability.
Dbrand’s Initial Reaction:
Initially, Dbrand remained unapologetic, citing the nature of its social media interactions and claiming that such responses were typical. However, as public outcry intensified, the company reversed its stance, issuing a direct apology to the offended customer and offering $10,000 as a goodwill gesture.
Dbrand’s Statement:
In a formal statement, Dbrand acknowledged its misstep, admitting to the inappropriate nature of its response. The company expressed regret over the incident, emphasizing that it had apologized directly to the individual involved and extended a financial gesture as a sign of goodwill.
The fallout from this controversy underscores the importance of sensitivity and accountability in corporate communications, particularly in the digital age where online interactions can quickly escalate into public relations crises.
