This is What I Think About Lands’ End’s Afro

I’ve received Lands’ End Kids catalogs for years. This is the first time I’ve noticed this much diversity in one issue. I don’t remember ever seeing a catalog like this. I care about this because representing diversity is one way to say to everyone:

“You are welcomed here. We invite you to be part of us and we want to serve you with our product”.

I want to commend Lands’ End and every other company that has recognized that they have ignored a huge customer base that could help increase their profits. Wait, did I just commend them or call them out? I think it was both. Let’s be real, every business is about that bottom line. If being “woke” will boost the numbers, then by golly, let’s wake up.

“Good Morning, dollars!”

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Why Am I Coming for Lands’ End?

Truly, I’m not here to slam Lands’ End. I truly appreciate their display of diverse kid model talent for this “back to school” issue of their sales catalog. One would think that putting so much effort into pictures, would signify a commitment to racial diversity that shows up elsewhere in the company. That being said, I would appreciate knowing if:

• this same level of diversity exists within Lands’ End employee base, particularly in senior and executive leadership roles?
• Lands’ End’s list of vendors is as diverse as this issue’s models?
• Lands’ End’s black employees are promoted on potential just as frequently as other employees are and are receiving equitable pay?
• Lands’ End’s leadership and policies include perspectives that reflect depth in understanding diversity and inclusion beyond cover models?
• Lands’ End’s philanthropic and charitable initiatives touch marginalized communities in their headquarter city in a meaningful way?
• Lands’ End has been vocal, in any way about Wisconsin’s deep racial disparities?

Actually, I’d like to know this about all the corporations that have become “woke” in the last 12 months. This list can also be applied to churches, Christian businesses, and individuals who claim to be diverse and inclusive.

Quite honestly, this post is less about Lands’ End and more about true solidarity. Lands’ End is a brand run and operated by people who may or may not be comfortable choosing the discomfort that comes with creating space for diversity and inclusion within its culture, investments, and affiliations.

A Challenge for You

As you make decisions in your place of employment, business or service, please be reminded that this is a long road. All of it – diversity, inclusion, ally-ship, fellowship, solidarity, et cetera,- is a long, winding, road. The road must be walked every day and models on a page is not the end. Wherever you are, be bold and push for more. Don’t be satisfied with “representation”. Aim for actualizing the beauty and power that God has already expressed in His creation. Skin tones, features, cultures, backgrounds, and experiences can not be singular nor exclusive if we are to sincerely embrace the glory of our heavenly Father as presented in His creation.