Rip Curl. When Cool Is Just Not Cool At All
Surf and sportswear brand Rip Curl made headlines this week when it was revealed some of its stock had been manufactured in North Korea, under slave-like conditions, where it claimed it was made in China. In this opinion piece, Ben Peacock, founder of The Republic of Everyone argues Rip Curl has just ruined all its cool cred – and looks at another brand that Rip Curl should follow.
Another day, another epic brand fail.
This week’s entry to the hall of shame is Rip Curl, its casual dude brand persona busted wide open by the revelation that ski wear labelled ‘Made in China’ was actually made by slaves in a factory in North Korea.
Yes, it takes a pretty extreme fail to make ‘Made in China’ seem like a premium label, but Rip Curl has managed to do it.
Its excuse? Simply put, it didn’t know. Or at least, it did know but didn’t mean to sell them. Or maybe it just thought you’d never go to North Korea on a holiday and notice.
Whatever the case, this was how the company responded on Facebook to the Fairfax article that broke the story:
‘We are very sorry that Rip Curl has breached the trust our customers put in us to make sure that the products they wear cause them no moral concern. That’s our responsibility to you and we have let you down on this one. The Founders and Directors of Rip Curl take full responsibility for this screw up…
‘We were made aware of this some months ago and took immediate steps to investigate and rectify the situation…
Regardless of this, two styles totaling (sic) 4000 units of Rip Curl ski wear did slip through and was shipped to customers.’
Sorry, did you just say, ‘slipped through?’ 4,000 ski jackets, suits and pants? That’s one hell of a crack. Possibly more of a crevasse into which Rip Curl’s trust, reputation and image are all now plummeting.
If the original indiscretion isn’t enough, the language used to talk about it snowballs the problem. Instead of speaking as Rip Curl the company, it speaks as Rip Curl the brand, calling it a ‘screw up’.
This is people being enslaved we are talking about here. It’s supporting a regime that is doing everything it can to threaten the world with a nuclear arsenal. And Rip Curl casually calls it a ‘screw up’. Fortunately the good citizens of the Internet saw through the blizzard of bullshit.
One reply wrote:
‘”The Founders and Directors of Rip Curl take full responsibility for this screw up”, seems to be a typo in the statement, let me correct it “The Founders and Directors of Rip Curl are greedy bastards”.’
Another said:
‘You expect us to believe you didn’t know where your garments were being made? Are you kidding? Do you just draw up some designs and send them off to ‘Asia’ and hope for the best?’
And it just keeps going:
‘Do you really expect us to believe your crap. You are just another disgusting company exploiting the poor and destitute of 3rd world Countries.’
‘I feel the apology has only been publically initiated because Ripcurl were publically exposed’
Sure, some people made the point that consumers do very little to know or care where the things they buy come from so why should companies? Another said that customers help create the problem by demanding and rewarding cheaper prices, and it’s a fair point:
‘I am working in the garment business for over 20 years now. From Eastern Europe to Asia, this business is based on low labor costs. As long as people in the west don’t want to pay a fair price for their clothes and as long as there is always a supplier…’
Still, as this guy says, responsibility may sit partly with the buyer, but it definitely sits first and foremost with the seller:
‘Ignorance is no excuse. If a major company (or small one for that matter) does not check where their stock is being sourced from, there is something wrong.’
So, Rip Curl has a problem. It needs to fix this ‘screw up’ in its supply chain, it needs to spend a fortune looking for any other potential ‘screw ups’ in its supply chain and it needs to take back any of the ‘screw ups’ that it sold to trusting customers who now want their money back.
Its reward for going through this costly exercise? Absolutely nothing.
Like a lover who has been cheated on, we customers may find it in our hearts to forgive the company and take it back – but we will never quite trust it in the same way again.
But the real problem is much bigger than that. It’s that all over town there are ticking brand time bombs doing the wrong thing by people and the planet hoping they won’t be next Rip Curl. Or worse, the next VW.
A small-minded focus on small, short-term gains have made ‘hide and seek ethics’ the standard in mainstream business and brand thinking. It’s such a pity when a far bigger prize awaits.
Just think, if Rip Curl had done the work it has to do now up front, it could have enjoyed such a huge return on it, instead of none at all. How? Like so.
Patagonia is ethical, sustainable and trustworthy’s poster child. Like Rip Curl, it also makes ski gear.
Not tempted to wait for an investigative journalist to show it up, or to turn a blind eye to morals in order to turn a short-term buck, it has invested in innovating long-term answers to problems endemic to the retail apparel industry. Yes, instead of accepting the flawed system, it has shown the balls to change it.
All its cotton is organic. Its supply chain is mapped and made public (no ‘we didn’t know’ excuses there).
It makes crazy new products like wetsuits out of cactuses, which turn a loss but, they hope, can inspire the industry to join them and move away from environmentally damaging neoprene.
All of this, no doubt, costs Patagonia a fortune. And investing in such airy-fairy things like human welfare and the environment would, no doubt, is frowned upon in the Rip Curl boardroom.
Yet what the bean counters miss is that it also makes Patagonia a fortune. It just takes a little time to do so.
By building its brand on a genuine platform of ethics, trust and transparency, Patagonia’s has created a company whose clothes cost more, yet people pay for them.
Its customers are an army of fans. It doesn’t follow Patagonia on Facebook in the hope of some cheap giveaway. It follows a company that stands for what it stand for. It’s not just engaged with the brand, It’s married to it.
Patagonia has been named the world’s coolest company. And how?
It has spent decades truly understanding the business it is in, setting a moral compass then sticking to it as it guides it to better products that lead it to better profits while all the while sleeping better at night.
It is the cool dude brand Rip Curl wants to be but can’t be. Because, behind its casual persona, Rip Curl has just been proven to be just another company, prepared to do whatever it takes to make short term bucks whatever the damage and cost.
And that, the people of the world are telling us, is just not cool.
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.