Gucci has since apologized for the sweater, stating, “We consider diversity to be a fundamental value to be fully upheld, respected, and at the forefront of every decision we make.” The brand also claimed they were “turning this incident into a powerful learning moment.”
T.I. was vocal about not accepting the apology on Instagram. “We ALL GOTTA Stop buying, wearing, and supporting this piece of sh*t company And ALL PIECE OF SH*T COMPANIES UNTIL THEY LEARN TO RESPECT OUR DOLLARS & VALUE OUR BUSINESS!”
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@gucci As a 7 figure/yr customer & long time supporter of your brand I must say…Y’all GOT US fucked UP!!! APOLOGY NOT ACCEPTED!!!! We ain’t going for this “oops my bad I didn’t mean to be racist and disrespectful towards your people” shit!!! Y’all knew wtf y’all was doin and WE AINT GOING FOR IT!!! We ALL GOTTA Stop buying,wearing,and supporting this piece of shit company And ALL PIECE OF SHIT COMPANIES UNTIL THEY LEARN TO RESPECT OUR DOLLARS & VALUE OUR BUSINESS!!!! Our culture RUNS THIS SHIT!!! We (People of color) spend $1.25 TRILLION/year (but are the least respected and the least included)and if we stop buying ANYTHING they MUST correct any and ALL of our concerns. That’s THE ONLY WAY we can get some RESPECT PUT ON OUR NAME!!!! I Don’t Give a Fuck if I gotta wear Target brand shit…. #FuckGucci
T.I. continued his critique in a live Instagram video. The rapper explained hip/hop artists account for a massive portion of the designer’s revenue. “We don’t have to force them to like us, we don’t have to force them to respect us, but what we do have to do is stop spending our m*********ing money.”
Soulja Boy, who in the past has sported the brand, also called out Gucci on his Instagram. In a video, Soulja Boy said, “I’m shocked and I’m appalled and I feel disrespected. I supported y’all brand. I spent hundreds of thousands of dollars and y’all came up with a shirt with blackface on it.”
“Until further notice, Gucci is cancelled,” the rapper said.