Black History Month. One month out of the year where Black people are recognized for their achievements and contributions to society.
Wow.
Lucky us.
Not only is Black History Month in February the shortest month of the year but it’s also overshadowed by Valentine’s Day. Coincidence? I highly doubt it.
That we are given a month to sum up all the hard work and dedication of our ancestors is not only appalling but disgraceful.
Black history is history.
What’s even more disgraceful is that big corporations capitalize on Black History Month for profit. You’re loud and proud in February and yet as mute as a rock throughout the rest of the year.
What’s laughable is that their support always seems to miss the mark. Their attempts never seem to resonate with the Black community and yet these corporations try their hardest to show how “woke” or diverse their organization is.
Here’s a perfect example. Bath and Body Works recently launched a new fragrance line for Black History Month and the backlash was deafening. The line has yet to be released in Canadian stores but the internet was in a frenzy, calling the brand out for cultural appropriation.
These “limited edition” fragrances are the same scents people already know, just wrapped in the traditional African Kente cloth at a lower price.
The champagne toast body cream has been changed to “Confident” and the coconut sandalwood candle is now labeled “Unity.” Oh, and the teakwood body spray? It’s been rebranded as “Empowered.”
Excuse you? Who exactly are you empowering?
“They acknowledge us during February, and then after February it’s like, well, we gave you your month,” said Omar Wolf Allison, owner of Hybrid Garbs at Keele Street and Sheppard Avenue.
“Let’s put out a special edition black piece and put the price down a little bit so we can gain customers,” he said. “Which are Black people.”
As the owner of a clothing company with a multi-cultural fanbase, Allison recognizes the gimmicks big corporations use to capitalize on Black History Month.
He feels where they miss the mark is acknowledging the influence of Black people and the power of representation.
“Whether you know or not, Black people dictate what’s cool and what’s not cool. It comes from our singers, rappers, athletes, movies, et cetera,” Allison said.
“That has always been a thing. If we co-sign and we give it a green light, everyone’s going to be saying it’s cool to do, it’s cool to wear,” he said.
You see it all the time. The new Beats by Dre headphones, or the FORVR Mood candle line by Jackie Aina. People love our influence and style, but somehow associate us with a lower standard of business.
Often, there is a struggle within the Black community of supporting our own. If a smaller Black-owned business was selling a handbag for $100 there is someone who will try to haggle down to a lower price. However, that same person is willing to spend double if the same bag is branded Gucci or Prada.
“We all know Gucci has had its fair share of racial controversies,” Allison said. “If Gucci goes on sale tomorrow, and they put out this all-black piece, black people are still going to buy it because it’s Gucci.
“It’s almost like we give them the power to do the stuff they do,” he said.
We need to stop giving power to those who do not listen to us but profit from our greatness. Instead of buying that tracksuit from a big brand, buy from a Black-owned business such as Hybrid Garbs.
Instead of buying your skin and hair care products from the “Black” section in Walmart, go to that African store that caters to loving your melanin.
I am sick and tired of having my history watered down to a month to suit other people’s narratives. We are more than slaves and hoodlums in movies. We are not quotas to be met so your organization will have the token Tyrone on display in February. And we sure as hell are not pawns for your financial gain.
Everyone wants to be Black until it’s time to be Black.