Bonds are an Australian underwear giant which include brands like Jockey and Champion in their mix. Yeah, never heard of Bonds until the other day. Having looked at their website, some of their underwear is horrible and wearing it would make me feel like Nora Batty.
Why is this company of interest you ask? Well, apart from being another company in a long line of companies banging on about sustainability and inclusivity, Bonds’ inclusivity schtick includes a ‘gender free’ underwear section on their website which showcases males and females wearing the same garments.
This does not offend me, in fact the models sporting their gender free garments verge on the amusing. I don’t think I’m supposed to laugh though. Bonds only came to my attention because of their latest underwear for Pride campaign which caused a backlash which was reported in the media, so I thought I’d do some reading about them. (Below is a link from The Metro, who couldn’t understand why there was a backlash.)
Here’s the thing, at last. Bonds support a transgender charity for children called ‘minus 18′. Yes a multi-million dollar business just have to support this particular thing, thereby completing their woke marketing trifecta of sustainability, inclusivity and trans. Helping the homeless or giving to cancer is so yesterday.
If you want to bag yourself some ugly underwear and think this charity is brilliant, fear not, you can make a donation to the charity on Bonds’ check out, how convenient!
Nominated by: Cuntologist



