Dr Martens, the iconic footwear brand that was once associated with skinheads and punks, is facing controversy over a pair of boots that appear to endorse transgender surgery. The boots feature a cartoon person with mastectomy scars, symbolizing breast removal surgery, and were designed by a self-described queer illustrator. The promotion of these LGBTQ+ friendly boots on Dr Martens’ Instagram account and website has sparked a heated debate among customers and social media users. Some accuse the company of profiting from the mutilation of women, while others applaud their support for minorities.
This situation has similarities to the fallout from Bud Light’s partnership with controversial transgender influencer Dylan Mulvaney. The criticism faced by Dr Martens centers around the representation of a transgender individual with mastectomy scars on the boots. The boots were designed by artist Jess Vosseteig, who aims to celebrate “queer joy!” through her artwork. Vosseteig’s previous work includes pieces that advocate for inclusivity when discussing menstruation.
The boots were given away as part of an Instagram competition targeted at individuals over the age of 18. Despite the controversy, the post received nearly 10,000 likes. Some customers expressed outrage at the boots, accusing Dr Martens of promoting the mutilation of young girls and lesbians. Calls for boycotting the brand and refraining from buying their products emerged online. However, there were also supporters of the boots who praised their vibrant design and called them a symbol of joy.
The boots themselves feature a white base color with rainbows, stars, and clouds. One shoe depicts a pink individual with medium-length hair and feminine features. The scars below the nipples symbolize mastectomy, also known as “top surgery.” Jess Vosseteig explains that the boots were inspired by the desire to represent the queer community and convey a message of queer joy.
Vosseteig, a queer illustrator from Colorado, has received recognition for her artwork on LGBT issues, including winning the 2022 Creative Activism award. She has collaborated with various major brands, including Lush, Facebook, and Harper Collins, on artwork addressing LGBTQ+ topics. Her work is inspired by individuality, feminism, the LGBTQ+ community, vibrant colors, and fashion. Vosseteig believes her art brings positivity to the world and speaks to a diverse range of people.
It’s worth noting that Bud Light experienced a significant drop in sales after partnering with transgender activist Dylan Mulvaney, according to June data. This move garnered criticism from both sides of the debate, with some arguing that Bud Light failed to support Mulvaney and LGBT issues, while others criticized the brand for being out of touch with its customers.
Conservative think-tank the Heritage Foundation labeled the Dr Martens boots as promoting moral outrage and raised questions about whether the company sought feedback from its customer base before endorsing the design. The controversy surrounding these boots has sparked discussions about transgender care for under-18s, with right-wing groups arguing against irreversible changes to minors’ bodies and advocating for bans on surgery and treatments. On the other hand, supporters of transgender care at this age assert that it is necessary to align an individual’s body with their gender identity.
Dr Martens, originally founded by a Nazi soldier and subsequently licensed to an English company, gained popularity in subcultures like punk and goth before experiencing a decline in sales in the 1990s. However, the brand has made a comeback in the 21st century, appealing to a wider audience and gaining popularity among various minority groups, including LGBT youths.
Dr Martens has responded to the criticism by stating that the boots were a one-off design created as part of a social media competition called “DIY Docs.” The company emphasizes that the design reflects the artist’s personal style expression as an illustrator and member of the LGBTQIA+ community.
Overall, Dr Martens’ promotional boots have generated controversy and ignited passionate debates online regarding the representation of transgender individuals and the boundaries of private company endorsements.
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