After celebrating the launch of his new rum brand, Michael B. Jordan has been accused of cultural appropriation by naming the product J’Ouvert.
Initial criticisms of the brand name began after Jordan‘s girlfriend, Lori Harvey, had posted images from what appeared to be a launch party for the new brand, including its original name.
One Twitter user reposted the images.
What’s next? A free doubles with every #JouvertRum purchase?! ?? someone point out Michael B Jordan’s Trini roots fast for me please!!! Cuz I’m not understanding this shit. Is it his grandma who makes the rum cakes??? pic.twitter.com/7Q8E1uowmU
— Hot & Unbothered ? ???? (@AllianaSabrina) June 20, 2021
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Michael broke his silence and responded to these accusations of cultural appropriation on Tuesday via his Instagram story.
“I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on,” he wrote.
“Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations”
He concludes: “We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of.”
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