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Activewear label PE Nation roasted for ‘lazy’ activism amid Black Lives Matter protests

The West Australian
Jesinta Franklin in PE Nation activewear.
Camera IconJesinta Franklin in PE Nation activewear. Credit: Iain Gillespie/The West Australian

Margot Robbie and Cate Blanchett could be shoving their PE Nation gear to the back of the cupboard after the activewear label was accused of “lazy” activism.

Fans of the luxury leisure label — that has been sported by the Aussie actresses as well as the Kardashians — are calling the brand out for being “tone-deaf” amid the Black Lives Matter protests after they used the hashtag #WeAreAllInThisTogether #equalityforall on one of their Instagram posts.

Users flooded the comments section of the post calling for a boycott of the activewear company.

“Wow I feel pretty stupid for having spent so much money with you guys. This just isn’t good enough,” one user wrote.

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Another user put the label on blast, calling them out for “not (being) good enough.”

“This isn’t about equality. Why are you afraid as a brand to stand up and say #blacklivesmatter????? Not okay.”

Pip Edwards from PE Nation.
Camera IconPip Edwards from PE Nation. Credit: @pip_edwards1

Fans have taken issue with their use of “all in this together” and “equality for all” which is a key message of the Black Lives Matter movement.

“Grossly disappointed in this statement — will not be purchasing again,” another user wrote.

It comes just days after another Australian-based global fashion label Zimmermann made a formal apology after customers accused the brand of racism.

Last week fashion Instagram account diet_prada shared an internal memo from the fashion company, that shed light on their grooming standards.

The document showed that Zimmermann expected its staff to sport “soft natural waves” or blow-dried straight hair with a centre part, styles not suited to all hair types.

The global guidelines from the Australian brand were criticised for profiling white hair types and making it impossible for black women to wear their hair naturally, without using weaves.

The leaked document was reportedly an outdated version and had been updated a year ago specifically to make it more inclusive of racial diversity.

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