While Gucci pulls a balaclava sweater that resembles blackface from stores and apologizes, Soulja Boy has renounced the brand. The singer, who famously tattooed the Gucci logo on his face, will be removing the label from his skin -- and his life.
"I've already started the process," he says, "I've got to go back two more times”
He has also pledged to boycott the Gucci brand because of the sweater, unfollowing the label on social media and encouraging others to do so. In an Instagram post he declared Gucci "canceled" and said he would only wear Fendi gear from now on.
"I Love Gucci, man. I got a Gucci tattoo in the middle of my forehead," he told TMZ before the Grammys. "I spent hundreds of thousands of dollars, if not millions, over the last two years on the brand, so it's like I feel so disrespected by them."
The scandal has not only led Soulja Boy to boycott the brand on social media, but announce he will donate all the Gucci he has to charity.
He admits that while many won't want to wear Gucci anymore after this, he knows that those who don’t have the luxury to afford to choose will gladly accept his donation.
"We can confirm that the item has been immediately removed from our online store and all physical stores," Gucci said in a statement. "We are fully committed to increasing diversity throughout our organization and turning this incident into a powerful learning moment for the Gucci team and beyond."
Other celebrities chose to engage with Gucci directly. After Soulja Boy shared his grievances, Dapper Dan, an African-American fashion designer who had collaborated with Gucci in the past, announced he would meet with the Italian designer's CEO.
Others weren't inclined to give Gucci the time of day. Rapper T.I. posted a plan for a three-month boycott of the brand as a demonstration of how much sales could suffer.
What do you think? Is there any way Gucci can make this right? Would you pay to get rid of a tattoo because you could no longer support what it depicted?