The founder of Black Men Smile launched a new clothing line at Target, highlighting a significant shift in the retailer’s diversity commitments.
On January 21, 2024, Carlton Mackey, the founder of the apparel brand Black Men Smile, launched a new clothing line at Target that included nine distinct pieces, such as the “Black Joy Is Revolutionary” hoodie and children’s apparel, alongside the brand’s inaugural accessory—a “Black Men Smile” logo bucket hat. This launch, however, came against the backdrop of a significant shift regarding Target’s commitment to diversity initiatives.
Mackey’s involvement in a boycott of the retail giant emerged after Target announced that it was rolling back several diversity-related commitments established following the murder of George Floyd. This included funding for Black-owned businesses and programs aimed at supporting the advancement of Black employees. In an interview with a local TV station, Mackey expressed his disapproval of the partnership dynamics with Target, stating, “I don’t want to be in a friends-with-benefits relationship with Target.” He emphasized the need for businesses to take a stand during pivotal moments, saying, “This moment calls for definitive action.”
Mackey’s decision to back the boycott marked a turning point for his brand, positioning it in a challenging yet critically defining chapter. He reflected on the brand’s trajectory during the announcement, noting that 2024 also signified their 10th anniversary. Mackey disclosed that prior to the controversy, Black Men Smile had never launched a Black History Month collection. With Target’s diminishing support for such initiatives, Mackey decided to create an independent collection, emphasizing, “We don’t have distribution from Target. They’re rolling back their DEI. It’s just us. We all we got.”
He revealed that the phrase “We all we got” became the title of their new collection, a decision made without a comprehensive marketing plan. The move unexpectedly led to an outpouring of community support. A significant moment occurred on February 9 during a service at New Birth Missionary Baptist Church, where Pastor Jamal Bryant highlighted Mackey and urged churchgoers to support Black Men Smile. The congregation’s response was enthusiastic; attendees purchased around 100 T-shirts, 50 hoodies, and 40 joggers, sparking an influx of online orders from a global streaming audience.
“Nothing has been the same since that moment,” Mackey stated, referring to the surge in social media engagement and sales following the church service. The impact of the boycott and subsequent community support became apparent not just for Black Men Smile but also for Target. According to reports from BlackpressUSA, Target witnessed a decline of approximately $27.27 per share by the end of February, resulting in a loss of around $12.4 billion in market value. This decline correlated with a designated economic blackout day on February 28, alongside a growing movement to boycott the retailer.
The broader implications of Mackey’s stance and the actions of individuals like Pastor Bryant—who called for a “40-Day Target Fast”—highlight the potential influence of Black consumer spending power, estimated at $12 million per day at Target alone. In light of these events, Mackey offered guidance to other Black-owned businesses contemplating similar actions: “Make sure that whatever decision you make for your business and your brand, you are able to live with that decision and your conscience longer than the money will last.”
This ongoing situation reflects the dynamic relationship between retail giants, their commitments to diversity and inclusion, and the responses from the communities they serve.
Source: Noah Wire Services
