Thursday, January 7, 2016

Social Media Case Study : Search and Rescue Denim does it wrong

Y'all...sometimes with people, I just cannot. I'm about to show you a classic example of what's wrong with social media and how not to represent your brand. It's pretty appalling.

So, a Canadian brand, Search and Rescue Denim, posted this picture on Instagram with the initial caption, "We are as locally made as it gets."

This is a composite because I saved the original post in two screenshots.

Now, I did not screenshot my initial comments, because before I could, I was blocked and the comments were deleted. But what I said was, "So your denim is made in Canada?" And they responded by telling me it's not, it's made in the U.S., because no one mills in Vancouver.

--->This makes sense. I hadn't thought of where cotton, which makes denim, is milled. But if it's not made in Canada, then U.S. would be as local as it gets.

I responded again something about it all being made in North America. When I went back to check, I couldn't find the comments in my news stream. When I searched out the brand, I couldn't find them on IG. Classic move, I had been blocked. So I did this:


Because COME ON, PEOPLE! Everyone has access to more than one account nowadays. Even teenagers have several personal accounts just because they do. I don't even understand why, but they do. And also, if you're going to talk about being locally made, then be ready to teach your customers about what that means! Ethical fabric is important to me!

I went to bed and checked on them this morning...


I'm unsure why they actually answered this time instead of just blocking and deleting again, but they did. And so I responded calling them the assholes that they are. Also, they had changed the caption of their photo now...


Now, the funny thing is, I'm never going to shop with them and probably was never going to shop with them. For starters, they mainly make aprons used in a variety of hipster businesses, including tattoo artists, which is how I discovered them ON INSTAGRAM. And while they do make at least one jacket for women, I am 100% positive it will not fit me because I have fat arms and I can't even get plus sized or men's jackets to fit me right. Plus, I would never spend almost $300 on a denim jacket! I'd buy one at a thrift store or make it myself.

HOWEVER, I found them through Instagram and began following and liking. For all they know, I'm their dream customer who needs a fuckton of aprons for a massive wholesale order. And it might be EXTREMELY important to this American to buy better quality denim aprons made well. Because the craftsmanship on their aprons is AMAZING. I'm telling you, if you need an apron like theirs, buy it from them, for sure.

But as I venture more into slow fashion, and I see other bloggers talk about buying LOCALLY, I also see that they are drawing the line at finding out how fabric is made. Even if they write a post about handbags and include a company who makes silk sandals, though silk is highly unethical and almost never sourced well. It's a disconnect. It's saying that it's ok if one part of a product is ethical while purposely ignoring all the other parts of that product. And it bothers me that I can buy from local artists but still have no idea where fabric comes from. I've wanted to know about fabric production for years and I'm only getting more and more interested in it.

So when the time comes that someone is asking annoying but legitimate questions on your social media, don't run and hide! Stand up for your product and your business. EDUCATE THEM!.

At the point of my being blocked, I hadn't harassed them. I had asked two questions. I was about to come back and thank them for answering my questions and giving me a better understanding of how they source their fabric. But I wasn't able to do that because they created a fight that wasn't there.

It's bullshit and it's bad business. If you're gonna engage in social media, you have to be ready to have conversations and to educate your customer base.


  1. This is great. You said nothing to warrant being blocked. You asked great questions, and it's a lot of things I've thought about with slow fashion too. This is a company I'll be sure not to do business with (despite the fact that I can't afford a $300 piece of clothing anyways!).

  2. Personally, I think they are a local business who are doing their best. They make everything themselves and started from the ground up. Which is a lot of work and that needs to be acknowledged. I love their stuff and know that paying people good wages, creating your own original work is challenging and sourcing material that is not from some factory in Asia is hard. I will always support local businesses and hope for the best for these guys who are making Vancouver proud with their hard work.

    1. First of all, I definitely said in this post that they are amazing craftsman who make great aprons and anyone interested in their type of product should absolutely order from them.

      Everything else? BULLSHIT! So they worked their way from the ground up? That means they don't have to provide great customer service? So they are a local business? Even MORE of a reason to provide great customer service. No. I don't give a shit what a business is doing, the way they handled my questions was not customer service. It was laziness and defensiveness and back pedaling. Everyone has shit to do, EVERYONE...every business has a bottom line to meet. If you're gonna present your business as "locally made as it gets," then you damn sure better be ready to explain exactly what that means and treat potential customers with the respect they deserve.

      We're in a big ol' world with all the places to shop, and they lost out on the customer service game. Bullshit and bad business.