why you should boycott dolls kill and shop at these black-owned businesses

‘We fucked up.’ This is how the long-awaited Instagram apology post from Dolls Kill started. In just a few short paragraphs, representatives of the festival fashion company hold themselves accountable for their passive approach to the Black Lives Matter movement, admitting that people ‘are right to be upset’ with them. Yet again Dolls Kill are on the receiving end of public back lash and it seems like this time, people won’t go back.

This latest outrage stems from June 1st after the company’s CEO, Shoddy Lynn, posted an Instagram photo displaying a line of police officers standing outside the Dolls Kill store in Los Angeles. The image was published while protests against police brutality were taking place across the city with the caption reading “Direct Action in all its glory”. Until this point, she and the company had chosen to remain entirely silent, showing no support for BLM or the protestors. The online reaction to this from once loyal fans and fast fashion activists was nothing short of intense shock and anger.


This isn’t the first time something like this has happened. Dolls Kill has a long list of such accusations compiled against it. When a customer accused them of racism and cultural appropriation for selling Native American headdresses on its site, a Dolls Kill representative shrugged it off, saying that “it ain’t that serious” and to get their “panties out of a bunch”. Not to mention the tees that they previously sold with the words ‘Goth is white’ and ‘Dead girls can’t say no’ printed across them. These instances have done nothing but add fuel to the fire and only now is Dolls Kill really feeling the repercussions. 



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This damaging mistake may well be their last. The company has now lost thousands of social media followers as a result of their actions. Brands such as Broken Promises and Killstar have terminated contracts with them, not to mention the barrage of social media posts against them accompanied by the hashtag #boycottdollskill.

The company counteracted this response with an apology post on June 2, outlining how they ‘condemn racism, police brutality, violence, bigotry and hate.’ This attempt to sweep the situation under the rug proceeded a video of Lynn herself apologising on June 7.


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We fucked up. We should have been quicker + louder and this is what we r doing about it.

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Due to the company’s track record and reluctance to take action, many are choosing not to accept these apologies, branding them as forced. As animosity towards the company increases, it is clear that Dolls Kill’s stance is directly against the principles of many of its consumers. 

For those of you who are looking for Dolls Kill alternatives (or just love fashion in general), your search ends here. We’ve compiled a list of some incredible black-owned businesses for you to explore. Whether you’re looking for colourful earrings, tie-dye hot pants or an entire festival outfit (for next year of course) we’ve got you covered. It’s never been more important to shop savvy and stay educated.

Below is a shortlist of some incredible black-owned businesses for you to explore. From colourful earrings and tie-dye to hot pants and full-on festival fits, we’ve got you covered! 

Black – owned fashion businesses you should support instead


Sweats by Sam

Tie-dye is making a comeback, and Sam is seriously killing the game. Her clothing line offers a beautiful collection of tie-dye sweatshirt and sweatpant sets that come in an array of heavenly colours from ivy green to lavender. Sam makes tie-dye look stylish and contemporary, not to mention the fact that trendy loungewear is precisely what is needed right now.


Elsie & Fred

The entire Elsie & Fred site is full of absolute festival must-haves. It’s like a treasure trove of unapologetically fresh and original pieces, and you’ll soon find your shopping basket full to the brim. Dresses, bodies, skirts, two-pieces and hot pants – they’ve got it all!

Gangster Wraps

It’s time to bling up your simple studs with some of the jazziest earrings and hair accessories around. This Bristol-based business presents a jaw-droppingly beautiful selection of unique colour and pattern combos with chunky vintage pieces. If you love hoops, you’ll definitely love Gangster Wraps.


Ashanti Empress

This Ghana/Bristol-based ethical African fashion brand offers up some intensely unique options for the festival season. From African print dungarees to bags and accessories, there’s a whole host of vibrant pieces that are guaranteed to make you stand out from the crowd.

Glitter Kitten

This Australian fashion brand is chockablock full of glitter, diamanté and neon vibes. If you’re planning on returning to the festival season with a bang, check these guys out for some wonderfully out-there pieces.

House of Aris

Want to be the star of the show, the trendsetter, the festival show stopper? If so, then the distinctly unique pieces from House of Aris are undoubtedly what you need. From acid goblin hooded jackets to iridescent tracksuits, this collection is a must-see.

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