Fruit of the Loom has a new, and rather clever, marketing campaign for their t-shirts: PutAShirtOn.org. Their tongue-in-cheek video1 explains that the real reason for all the shirtless selfies on social media is because the guy’s shirts are poor quality and are getting “ripped” and “shredded”. Their social media campaign suggests that people comment on these photos with a #putashirton hashtag, which ties into Fruit of the Loom’s marketing campaign, and promote their EverSoft shirts.
It’s also body shaming men.
I spent all of my childhood and most of my adult life hating how I looked and feeling ashamed of my body. I remember in middle school my dad took my brother and I to an after-school basketball program. I had so much shame taking my shirt off for the “skins” team that I refused to go back after the first night.
In college I remember riding my bike one day without a shirt on. Some assholes in a truck pulled up besides me at a stop sign and mocked me to “put a shirt on that ugly body”, laughed, and drove off.
It wasn’t until two years ago that I did enough mental and physical work to like how I looked. After feeling more confident I started posting some pictures to Instagram (warning: I’m often shirtless). Positive reinforcement of those pics by friends and strangers helped reinforce that I’m not ugly. I can easily imagine how shamed I would have felt at the beginning of that journey if someone had posted this marketing hashtag to my shirtless posts. (Today I would just consider them trolls and delete them.)
Feel free to roll your eyes at we narcissists (or want-to-be narcissists) posting shirtless selfies, but please don’t use this marketing hashtag to shame us.
1 A video which includes generally slim guys, most of them white, and all but one of them smooth, thus further perpetuating this as the “right” way that men should look. To their credit, it isn’t all really buff guys, so there’s at least that.