How to spot corporate co-option


Bikes are hip these days, anyone can tell you that. So it shouldn’t have been that much of a surprise that DKNY rolled out a bunch of bikes on the streets of Manhattan for Fashion Week. Bikes are cool, right? So companies that celebrate bikes are cool too, right?

Problem is, DKNY bought a bunch of clunkers and painted them orange. Needless to say, the “campaign” looked like a tasteless re-appropriation of the ghost-bike movement.

Yes, it’s hard to find a way to piss off the real cycling community, but DKNY found a way to do it.

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