Jon: Is this Ice Breaker Ad Fucked Up?

For those not in the know, Icebreaker is a New Zealand/Portland based clothing company that sells athletic and outdoors garments made entirely of merino wool. Their clothes are pretty expensive and definitely out of my price range, put in all fairness they are very well made.

I work near their Portland store, so I frequently find myself staring in their windows and looking at their hard to miss, larger than life advirtising. They have branded themselves via eye catching photo ads full of sexy, naked gym bodies and mythological archetypes. Most of them, though a little porny, are fairly innocuous. However, there newest Summer 2009 advirtisements caught my eye as appearing to be, well, kind of racist and sexist.


Maybe it is just me. I do spend a large amount of my day staring at these ads out the window of my work. However, at risk of coming off as an over analytical liberal, this image seems to play off of the stereotype of the brutish African beast, and the diminutive, helpless, milky white female. They remind me more than just a little of that Vogue cover that everyone got worked up over recently. 

Am I crazy? What do you think?


3 Responses to “Jon: Is this Ice Breaker Ad Fucked Up?”

  1. 1 Sarah
    May 10, 2009 at 9:01 pm

    Jon, where you drunk when you wrote this?

  2. 2 Leonard
    June 7, 2009 at 2:18 am

    I’m wondering what the hell does it have to do with clothes.

    I hear that people in Australia and New Zealand have a real fetish for black men. Is that racist? I guess so huh (my comment that is)? It’s just that I never think of a fetish as being racist. Sexist maybe…

  3. 3 Native
    January 10, 2011 at 6:38 am

    They’re beautiful. It’s just creative expression. Nothing else.

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