Hugo Boss, the renowned German fashion house, is currently grappling with a massive backlash from Chinese netizens and celebrities, as a boycott gains momentum among Chinese consumers. The boycott has emerged as a consequence of Western allegations of forced labor practices in China’s Xinjiang region. Notably, several high-profile Chinese celebrities, including actor-singer Li Yifeng, have severed ties with Hugo Boss, pledging to only collaborate with brands that explicitly support and source cotton from Xinjiang.
Xinjiang has been under intense scrutiny due to serious allegations of mass detentions, torture, forced labor, and sterilizations allegedly targeting the Uighur minority group residing in the region. These allegations have drawn condemnation from activists and UN rights experts, who accuse China of perpetrating human rights abuses. However, China steadfastly denies these claims, arguing that its actions in Xinjiang are necessary to combat extremism.
Initially, Hugo Boss declared its continued support for and purchase of Xinjiang cotton in a Weibo post. Following intense backlash, the company retracted the statement, deeming it unauthorized and subsequently deleting it. A spokesperson for the fashion brand clarified that Hugo Boss has not directly procured any goods from suppliers in Xinjiang, as the English-language version of its website clearly indicates.
In response to the controversy, Hugo Boss China released a new statement reiterating its appreciation for longstanding partnerships with its Chinese partners. However, the company has not responded to Reuters’ request for comment.
Chinese internet users have accused Hugo Boss of being hypocritical, fueling their determination to boycott the brand indefinitely. The backlash primarily revolves around the perception that the fashion house reversed its initial position on the matter. One Weibo user expressed their disdain, remarking, “A two-faced person is the most disgusting. I’ll boycott you forever.”
This ongoing boycott serves as yet another instance of state-led campaigns targeting international companies that have opted against using Xinjiang cotton due to concerns regarding forced labor. New Balance, Under Armour, Tommy Hilfiger, and Converse (owned by Nike) are among the other brands that have faced backlash in China for their stance on Xinjiang cotton.
The United States and other Western nations have imposed sanctions on Chinese officials over human rights abuses in Xinjiang, with the United States even going as far as labeling it a genocide. The World Uyghur Congress considers this a moral test for companies and urges them to choose between respecting human rights or aligning themselves with the Chinese Communist Party’s alleged genocidal regime.
As the boycott persists and tensions escalate, it remains to be seen how international brands will navigate this ethically challenging situation concerning Chinese consumers and the Xinjiang region.
Useful links:
1. China threatens retaliation against Hugo Boss over Xinjiang cotton issue (via Reuters)
2. China urged to halt crackdown on human rights groups (via Human Rights Watch)
