COMMENTARY

Urban Outfitters: Unfit to Use the Navajo Name

Levi Rickert, editor-in-chief in Native Condition. Discussion »

Unfit

A couple of years ago, when the Tea Party was yet emerging, an acquaintance asked me if I were going to attend one of their rallies in my hometown.

"No," I replied. "The last time I heard about a tea party, some non-Indians were masquerading as Indians in Boston Harbor - dumping tea from a ship. So, I get nervous when I hear about tea parties."

It seems as if American Indians have been ripped off since before the United States became a country.

American Indian names and images have long been used by American corporations for profit. For decades, General Motors carried the Pontiac line of automobiles. Living in Michigan, I know some real life Pontiacs, descendents of the great ogema named Pontiac.

Certainly, sports teams have a long history of stealing American Indian identities to tout their teams with silly looking mascots - against the wishes of most American Indians.

So, I guess I was not overly surprised when I read about Urban Outfitters ripping off the Navajo name to market some 20 or so products on the internet.

The Navajo Nation is rich in culture, history and heroism. The Navajo Nation produced the courageous code talkers who helped to win World War II for the United States. Navajo artisans produce some of the most beautiful designs in the world.

One can see why Urban Outfitters was attracted to the name and influence of the Navajo people.

What is quite shocking and appalling is the fact Urban Outfitters chose to market the "Navajo Hipster Panty" and the "Navajo Print Fabric Wrapped Flask," which used a pattern similar to geometric designs produced by Navajo artisans.

The flask has gross negative connotation within all American Indian tribes, including the Navajo Nation, because of the high rates of alcoholism among American Indian people. Some call alcohol a curse on our people. Alcohol has destroyed the fabric of many Indian families.

"Many Navajos were offended that the word 'Navajo' was affiliated with, for example, a flask. Alcoholism is an issue on the Navajo Nation and encouraging any form of alcohol consumption is not what we want the word, Navajo to do," commented Navajo President Ben Shelly.

Alcohol sales are not even permitted on the Navajo Nation.

We know alcoholism is not in the least discriminatory - it destroys lives among people of all racial and ethnic groups worldwide. But, that does not let Urban Outfitters off the hook in the case of the "Navajo flask."

It is unfit for the Urban Outfitters to rip off the Navajo name.

This past June, the Navajo Nation's Department of Justice sent Urban Outfitters a "cease-and-desist" letter demanding the corporation to stop using the Navajo name on its products. American Indians using the Internet have rallied Urban Outfitters to stop using the Navajo name through a petition.

As of October 19, Urban Outfitters pulled all 20 Navajo products from their website.

"I am thankful of Urban Outfitters' CEO for removing the word 'Navajo' from their clothing line," Shelly said. "Companies using the 'Navajo' name would be well advised to work with the Navajo Nation before making business decisions on their own."

Last year, the buying power of American Indians and Alaska Natives was $67.7 billion and will rise to $90.3 billion by 2015, according to the Selig Center report. Native people can vote with their feet - or fingertips online - when it comes to determining where to shop.

Urban Outfitters did the right thing by pulling the Navajo name. Hopefully, this is a permanent action that will allow other corporations to think twice about ripping off Indian names and images.

posted October 26, 2011 8:00 am edt