By: Fred Smith

It’s time we had an honest conversation. A lot of the brands we obsess over—whether it’s that luxury handbag we saved up for, the sneakers we waited in line to grab, or the beauty products filling up our bathroom shelves—don’t actually care about us. They love our culture, but they don’t love us. And deep down, we know it.

They borrow our slang, our music, our style— turn it into profit—and stay silent when it really counts. We’ve seen it time and time again: brands that conveniently remember we exist during Black History Month or when a PR crisis hits, but go right back to ignoring us the rest of the year. Still, we keep showing up for them. We promote them, we wear them like badges of honor, and we help build their empires… while our own remain underfunded and overlooked

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