‘DEI Turncoats’ – Human rights organization calls out global corporations over abandoned DEI commitments

As major corporations worldwide quietly roll back their commitments to diversity, equity and inclusion (DEI), Finnish human rights and non-profit organization Väestöliitto (The Family Federation of Finland) is challenging these brands with a new online streetwear store that blends fashion, satire, and social critique.

The thought provoking DEI Turncoats store is selling reversible “turncoat” jackets with branding which resembles the well known visual identities of American companies retreating from DEI principles. One side of the jackets read “DEI is in,” the other, “DEI is out.” With this message, Väestöliitto is asking businesses to reflect on their commitment to equality even when it’s no longer in fashion. It is a reminder to Finnish companies to stick to their values as global brands retreat from equality.