The Controversy
It’s giving major PR disaster. HEYDUDE, the viral footwear brand acquired by Crocs in 2022, recently dropped a collaborative Instagram post with the University of Florida (UF) chapter of the Theta Chi fraternity. The post, which showed members rocking branded UF-themed "Wally" loafers, immediately sparked a wave of online outrage.
Why everyone is pressed
Real talk: people are highkey confused (and angry) about the partnership. The backlash stems from serious allegations involving the UF chapter. Two former members, Kamran Ahmed and Brendan Pitfield, are currently facing sexual cyberharassment charges after allegedly sharing a nonconsensual intimate video of a 19-year-old UF student. The victim, Maddie Kowalski, has also filed a civil suit against the pair. While Theta Chi’s national organization says Ahmed and Pitfield are no longer members, the optics of a massive brand associating with the house—right on the heels of other national scandals regarding fraternity culture—aren't landing well.
HEYDUDE’s response
When asked about the situation, a HEYDUDE spokesperson claimed the brand has no ongoing partnership with the specific chapter and that the shoot was just one stop on their "HEYDUDE Tailgate Tour." They told WIRED they were "unaware of the allegations" when planning the tour and are now re-evaluating future stops. Meanwhile, the victim, Kowalski, says she and her mother reached out to the company for answers but were ghosted.
Why it matters
This is a classic case of a brand failing to read the room. In an era where online activism is at an all-time high, partnering with a group currently tangled in a high-profile sexual misconduct case is a massive L. It proves once again that if you aren't doing your due diligence before you hit 'post,' the internet will absolutely ensure you suffer the consequences.
