Popular underwear brand Andrew Christian and its founder are being called out by several online commenters after posting about a giveaway that revolves around a custom pair of underwear that shares colors with the flag of Ukraine. The company is being accused of exploiting the invasion of Ukraine to promote its clothing brand.
Shared to Instagram on Wednesday, the post features Andrew himself holding up some blue and yellow briefs with another snapshot that shows the back of the underwear where you can see the phrase “#UKRAINE” along with Andrew’s autograph.
“I’m giving away a custom pair of autographed underwear I created in support of the Ukraine to 1 person randomly,” reads the photo’s caption. “All you have to do is tell me in the comments what Ukrainian charity you’ve donated to and why you support…”
While many users’ comments follow the suggested prompt from the caption, others took to Andrew Christian’s comment section to say things like “wow activism at its finest”, “this isn’t it”, and “absolute cringe.”
Over on Twitter, screenshots of the post started making the rounds and creating even more backlash with some Twitter users pointing out that the brand should have donated money themselves instead of asking others to donate or simply done so without promoting their own product.
“To be clear, instead of the company itself, which HAS MONEY donating, they’re asking us to,” tweeted @thatDe_mon. “All while capitalizing on the situation to promote their brand and drum up attention. And all they have to put in on it is… a pair of underwear? That’s good to you?”
Andrew Christian has yet to issue a public statement on their controversial giveaway, but when asked for comment earlier today about the social media backlash, the underwear brand responded to The Sword with an apology for the misunderstanding of the situation.
“Andrew Christian has also donated to charities that are helping Ukraine,” the company told The Sword via email. “We apologize for not making that clear in the post; however, we did not want people to think we were trying to take advantage of the unfortunate humanitarian crisis and precarious political situation by touting our own donations. Since the conflict began we have donated to outrightinternational.org to a LGBTQ+ charity helping Ukraine, Razom …a charity supporting the Ukrainians quest for democracy and the Red Cross which is helping with the humanitarian crisis.”
The representative for the company then ended the email with a link to a page on the official Andrew Christian site that gives a list of the charities the company has donated to.
It’s incredibly tacky!
Yeah, it would have been so much better if he’d bragged about his own donations first. /sarcasm
The man is spreading the word and encouraging others to support Ukraine, but still the trolls gotta troll.
I don’t give a fuck about his underwear or him, but with what is going on in Ukraine, this is what you want to bitch about?
Douche out your sandy pussy and get over it.
Who cares, he is marketing himself/his company. Plus, he is bringing attention to the horrible situation. Some people just want to tear down others over anything!
Exactly!
It’s in bad taste to say the least.
embarrassing and distasteful
Yeah. I don’t really pay attention to the petty haters who reply to my comments here, and I’m not getting paid. Andrew Christian gives 2 flying fucks about the little and loud complains from the Twitteratti.
embarrassing
Cringe