In the early part of the 2010s, specifically in 2011, Dolls Kill, an unconventional fashion brand, emerged under the creative vision of former DJ Shoddy Lynn and her husband Bobby Farahi. Originating as a modest eBay store, it swiftly evolved into a prominent online marketplace, distinguishing itself by offering clothing styles deemed more daring than those found in mainstream retail outlets. The brand gained considerable popularity, yet in 2020, it found itself entangled in a controversy linked to the Black Lives Matter protests, leading to a substantial loss of its online following. This narrative seeks to delve into the details of how this shift occurred.
Before delving into the controversy, it is essential to trace Dolls Kill’s trajectory from its humble beginnings as an eBay store to its status as one of the foremost online fashion companies globally.
Dolls Kill, founded by Bobby Farahi, who had previously been the CEO of Multivision Inc., a broadcast monitoring service, quickly gained profitability upon its inception. The brand targeted individuals with edgier tastes, particularly those frequenting music festivals and raves, positioning itself as a go-to for a demographic reminiscent of the mall store Hot Topic.
As the brand expanded, it evolved into a de facto fashion empire, proudly embracing a “go against the grain attitude.” Shoddy Lynn, the owner, described the brand’s aesthetic as an “IDGAF” attitude, encouraging customers to “Unleash it.” Offering a diverse range of clothing, from colorful rave attire featuring 90s cartoon characters to gothic leather and latex outfits, Dolls Kill also ventured into selling home decor items. With physical locations in Los Angeles, California, and Brooklyn, New York, and active hiring in various departments, the brand appeared to thrive despite occasional controversies.
The Dolls Kill brand, however, faced a series of controversies over the years, including accusations of cultural appropriation and racism. To address these concerns, the company released a transparency video, explaining the context behind contentious products. Issues ranged from the sale of an indigenous American headdress to a T-shirt with the phrase “Goth is white.” Despite these controversies, the brand continued to weather the storm.
Furthermore, Dolls Kill faced criticism for selling clothing that seemingly glorified eating disorders and self-harm, prompting negative reactions from the public and raising ethical concerns. Additionally, its environmental impact drew scrutiny, with the brand being labeled a “brand to avoid” by ethical sourcing assessment sites like Good On You. Dolls Kill’s lack of transparency regarding its supply chain and sourcing practices, coupled with the use of non-sustainable materials, contributed to its questionable ethical standing.
The most significant backlash, however, unfolded in 2020 during the Black Lives Matter protests. Following the George Floyd protests in June of that year, Dolls Kill faced severe criticism when Shoddy Lynn expressed solidarity with the police on Instagram, using the caption “Direct Action in its glory” alongside a Black Lives Matter hashtag. This stance led to a rapid decline in the brand’s online followers, prompting Shoddy Lynn to release an apology video, although it was criticized for its perceived lack of sincerity and the timing of its release due to the mounting public backlash.
Despite the controversies and public backlash, Dolls Kill continues to operate, suggesting a resilience that defies the challenges it has faced. The brand’s social media presence remains substantial, indicating that its influence persists, albeit in a landscape altered by the controversies that have marked its journey.
