A new Pride season is nearly upon us, which means a brand new array of trendy queer merch from Target. Unfortunately, among the adorable rainbow jumpsuits and inclusive “they/them” pin sets is a piece that has one historic LGBTQ organization speaking out.
In a collab with queer clothing initiative The Phluid Project, Target has released an online-exclusive black t-shirt featuring an inverted pink triangle with the phrase “SILENCE=DEATH” along the bottom. Sound familiar?
Historic AIDS advocacy foundation ACT UP took to Twitter to confirm that neither Target nor The Phluid Project asked for permission to use the iconic SILENCE=DEATH artwork. Worse, they also confirmed that, at present, they aren’t receiving any proceeds either.
We can answer that for you: No. Both @Target and @phluidproject did not get permission to use “SILENCE = DEATH” art. We have been fighting the commodification of AIDS for years and this is the latest edition. If you want to support our work buy from us: https://t.co/MxdVFQEypz https://t.co/1b7s4kEx2m
— ACT UP NY (@actupny) May 6, 2022
ACT UP is calling on supporters to buy directly from their site – which honestly seems like it’s working out in their favor! At time of writing, their merch site is fully down due to high traffic volume.
How about we take this to the next level?
Our newsletter is like a refreshing cocktail (or mocktail) of LGBTQ+ entertainment and pop culture, served up with a side of eye-candy.
It was working a few moments ago! We’re probably not used to high traffic on the site — be patient!
— ACT UP NY (@actupny) May 6, 2022
This whole situation seems like an uncharacteristic misstep for Target, a company that has donated millions of dollars to queer organizations like GLSEN, HRC, Out & Equal, and more. If nothing else, releasing its yearly Pride collection in the face of constant calls for boycott from dusty homophobes has put them ahead of plenty of their retail contemporaries in our book.
Let’s all just hope that this situation gets cleared up ASAP so we can get back to losing an afternoon blissfully wandering their aisles guilt-free.
Queerty has reached out to Target for comment and will update this story with any further response.
Covid Hermit
Being based in Minneapolis, they have also had a large presence at Twin Cities Pride over the years. Too bad they made a big misstep here.
gruffbear
Looks like Target relied on PHLUID and didn’t vet the shirts themselves. Not a good look for either one.
DCFarmboy
So, someone still has the registered name “ACT UP” and want to milk that for money?
Den
Funny how you right wingers always assume your imagination or your ignorance on something constitutes reality.
Sad really, but not surprising.
Actup is still a functional organization with an active website, a calendar of events, an on-line store and an ongoing mission statement. It is only in your mind (again, not surprisingly) that “someone” still has the registered name and is milking it for money. that is the kind of grift that is so common to the right wing.
They do, in fact, allow students and schools to use their imagery and symbols for projects, but require others and for profit endeavors to request permission.
Learn to think, or at least do some research before making yourself seem a fool.
jonno333
Sad to know a whole generation has no idea of the work that act up did. Hon, I would highly suggest you watch the documentary “ how to survive a plague “or read Peter Staley‘s book “never silent “ about Act/Up.
Know your history. OUR HISTORY.
Co-opting images created by other artists is something that companies like target and urban outfitters have been doing for years. Urban outfitters famously fights the original artist until they finally give up, Because they don’t have deep pockets that urban outfitters does.
Order the T-shirt from the organization that created it.
missvamp
Target pulled it from the site til it gets sorted out.
keith 2512
Have “Act-Up” actually got the copywrite or trademark?
Den
If they did not, their website would not have instructions on how to get permission to use their imagery and logos. Now would they have any reason to object to Target’s use of their classic image.
Jim
Let’s see Target is not directly donating proceeds of T-shirt sales to ACT-UP but has donated millions to gay causes.
It’s a wash. Well not really gay causes come out ahead.
So ACT-UP, what’s more important, you making a buck or that the message gets out.
I’ll look for your answer when I get back from Target.
Walker
“Doing some good things gives you the right to exploit the work of others” is a heck of a hot take, there.
barryaksarben
Lets all not forget just how much money Target has also given to homophobic political candidates not once but many times even after they swore they never would again. Screw Target and anyone who questions ACT?UP the greatest organization that has ever existed in this country. They brought attention to AIDS when the vast majority of this country didnt want to acknowledge it an any way. They SAVED lives and called out hypocrites like corporations like TARGET
Ken A.
You would think they would be happy instead of being so petty. Have they copyrighted this? They need to get over themselves. Thank you Target on my way to buy the shirt.
Den
So, if you had intellectual property or a copyrighted image and someone else used it without consultation or permission/remuneration you would simply “get over yourself”?
I kind of doubt it.
Why, exactly would you think they “would be happy” and why would you think they are petty when somebody else is selling their logo on a shirt without recompense? Actup remains an active non-profit organization, Target is a for-profit corporation. Get over arrogance and ignorance.
maddog
Having worked for a lot of large companies in my past, it takes time for the “Oh Sh*t” message to work it’s way up the management chain.
Let’s give them time to fix the issue.
They pulled the T-shirt from their website…a good start.
Den
Act Up is 100% volunteer run, nobody is “making a buck,” but they still have the expense of running a website, maintaining office space, lobbying and so on. And I am willing to bet you have no idea what the breadth of their message or activity is at this point.
But sure, be snide and criticize out of ignorance, it is obviously who you are.
MynameisSid
All the guys running out to target to buy an online exclusive! Lol, oh guys.
Rugby8
ACT-UP is Soooooo wrong in this case!!!!
It us the slogan of a Generation!!! It belongs to those of us who FOUGHT so that others might not die!!!!
Kinda missing the point here folks!!!!
Those who are whining about “royalties” —were you alive in the 80s? Were you sitting in the street – Were you arrested?????
Let’s not lose sight of what My generation went through.
I was 24 when the first articles hit the Times in 1981. I lived in Manhattan. I did professional theatre. Way too many others who would have said that in 1981 DIED. I am among the lucky
Let’s take a breath boys and girls
chasgoose
“It belongs to those of us who FOUGHT so that others might not die!!!!”
So ACT UP then…
“Those who are whining about “royalties” —were you alive in the 80s? Were you sitting in the street – Were you arrested?????”
Were you? If so, then you should know that ACT UP was at the forefront of LGBT activists fighting in the streets in the 80s. They have every right to be mad that Target is trying to commodify their iconic message without even consulting them.
inbama
From ACTUP’s website (actupny)
“CAN I USE ACT UP IMAGERY FOR MY PROJECT OR RESEARCH?
If you’re a student in grades K-12 and this is for a school project, the answer is yes.
If you’re planning to sell merchandise with our imagery on it, or use our imagery to advertise a product, the answer is no.
All others should fill out our Image Use Permission Request form. Please be patient; it may take up to two weeks for us to respond.”
Cam
This is a simple case. Another organization had a design, a large company is selling it without their permission or offering compensation.
Target will lose in court.
BaltoSteve
If it came to court, I wonder if they would try the Xerox Defense. The argument that the catch phrase us so ubiquitous, like Xerox with describing copiers of all brands, that Act Up has lost its trademark. I agree with you that they would lose, but I just wonder how they might try and cover their collective tails.