A single slip-up and the mess spreads far beyond where you’d ever expect. That’s exactly what happened with Dbrand, the Canadian accessories brand, finding itself in hot water from all corners after its reply to an Indian customer’s complaint was labelled offensive and racist. While they apologised earlier, the real twist came when they deleted the ‘X’ post (earlier called a tweet) following YouTuber Marques Brownlee, aka MKBHD, taking a strong stance against any collaboration with the brand.
Addressing Dbrand on ‘X’, MKBHD candidly stated, “Won’t be working with dbrand until that original tweet is deleted, at least. You’re allowed to make s**tty jokes, but the internet has made it pretty clear what it think about this one, and the harm from it is unnecessary.” He then shared how he’s seen many versions of such incidents over the years. According to him, internet apologies often come in pairs. The first is usually hurried and later regretted. The second, after some time, is typically more thoughtful and introspective. “I’m definitely not asking for a second apology, but I’m definitely asking for the reflective part,” he wrote.
Dbrand, known for its collaborations with popular content creators like JerryRigEverything, took this seriously and responded, “Fair enough. We left the offending tweet up because we didn’t want to seem like we were sweeping this situation under the rug. We recognize that our original tweet went too far and created a platform for hateful discourse. Given that we’ve already buried the hatchet with Bhuwan (the complainant), we’re good to delete the tweet and be more mindful going forward.”
As a result, the post can no longer be found on Dbrand’s ‘X’ feed. Thus, thanking the brand for its understanding, MKHBD replied, “Thank you for this evolution @dbrand. I’ve known ya’ll long enough to know no malice was intended, but some reflection goes a long way. Love to see it, good to have you back.”
What Was the Dbrand Controversy?
It all started when a customer, Bhuwan Chitransh, a man from Pune working in the Netherlands, raised an issue with a Dbrand product. Known for their snappy comebacks, the brand replied with a now-deleted tweet that said, “Your last name is essentially s**t rash, get real.”
Here’s the Now-deleted Post:
While the company often uses humour on social media, this instance went too far, leading to public backlash.
In response, the brand issued a two-part statement. Initially, they offered a direct apology to the customer along with significant financial compensation (Rs. 8 lakhs) but defended their broader social media approach.
Read More: Dbrand ‘Mocking’ Indian Customer’s Surname on ‘X’ Backfires Massively, Offers Rs 8 Lakh as ‘Goodwill’
But MKBHD wasn’t satisfied. He stressed the harm caused by the original tweet and called for a more heartfelt apology reflecting on their actions, to which Dbrand respectfully agreed.
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