If you’re like us, you’ve been swooning over the new ad campaign put out by clothing brand Suitsupply. Just last month the brand released their Summer 2018 ads that features men same-sex couples who are impeccably dressed in their designs that urges you to “find your perfect fit”. Makes you want those clothes so bad—and to be the meat in those sandwiches.
Obviously, not everyone is on board because that’s just the world we live in. The company lost over ten thousand followers on social media following the release of the campaign and they have received thousands of complaints asking how parents should explain the ads to their children. Ummm, isn’t that YOUR job as a parent? They just make suits.
The company also deployed the displaying of the ads at 22 of their locations around the world, with the exception of Russia and the United Arab Emirates. One of the places that Suitsupply CEO Fokke de Jong wasn’t expecting any pushback was from the Netherlands, where 90% of the population support same-sex equality. The country was also the world's first to pass same-sex marriage in 2001. According to NU.nl, Suitsupply hung the ads at 5,000 locations around the Netherlands by the end of last week and over the last few days over 30 locations had been vandalized. Is this homophobia at work? Very likely.
De Jong shared with NU.nl:
We expected quite some serious reactions, but not to this extent, and certainly not in the Neterherlands.
It is not strange that we highlight intimate attraction between gay men, although that is not common in mainstream advertising. In some countries there are actually people who will no longer collect their ordered suits.
The slogan is ‘find your own perfect fit’ not only when it comes to clothes, but also in life itself. I can just imagine that we can come up with more campaigns around that theme that not everyone agrees with.
JCDecaux, the company that manages the locations where the ads are displayed urges individuals who feel strongly about the ads to file official complaints to the Advertising Code Committee in the Netherlands rather than destroy the property to make a statement.