A sustainable fashion label will send dm a sample of their backpack on request.
Six months later, the drugstore chain puts a “cheap copy” on the market - and starts a shit storm with it.
Kassel - The fashion label melawear, also called Mela, produces sustainable and fair clothing and backpacks.
Apparently the drugstore chain dm also found this to be a good thing, which is why they asked the Kassel-based company for various samples.
Afterwards, dm said: “We liked the backpack best, we'll get back to you again.” But that never happened, as Mela reports on his Instagram account.
dm is said to have copied rucksack
In an Instagram post, Mela shows a picture that shows two backpacks that look amazingly similar.
The company writes: “Is our backpack now also available from dm?
No - but a cheap copy! ”Only six months after the drugstore received the samples of the sustainable label, you can buy almost the same backpack in the store - only significantly cheaper.
Check out this post on Instagram
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Dm customers can purchase the rucksack for a mere 17.99 euros.
For comparison: Mela charges just under 100 euros for the certified sustainable and fair variant.
Mela also states in his post that the selling price of dm is even below her purchase price.
Mela continues to write on Instagram: “We ask ourselves the question: Which work and environmental criteria were used here?
At least not according to Fairtrade or organic standards, as with Mela!
That's why we ask dm to take his cheap copy of our original off the market! "
Backpack stealing triggers Shitstorm against drugstore chain
In addition, the label asks its fans to comment on the dm Instagram account with the hashtag #dmDeinMELA and to draw attention to the grievance.
And with that a real shit storm was started.
There are a number of comments with the hashtag under the drugstore's last Instagram post.
In addition, users comment on things like “Really shabby action.
The fact that you need something like this as a large chain of stores is just indicative.
Showing no respect for the hard work of small companies is just off the mark ", or" It's sad what has become of the dm ideology. "
In fact, dm also advertises on its website to act in a particularly sustainable manner.
There it says: “We want to help shape the future positively.
Sustainable, innovative and sensible action for people is therefore part of our corporate culture and our dealership. "
Theft of Mela: This is how dm reacts
In any case, the drugstore chain does not allow these allegations to sit down so easily.
DM replies to some of the hate comments with the same answer over and over again.
Among other things, it says: “We very much regret that Mela gave the impression that our backpack [...] would have similarities to the Mela item.
The current trends in this area show that many retailers are currently offering comparable items. "
A few days ago there was even a conversation between the fashion label and the drugstore chain.
Mela announced this in an update on Instagram.
Mela writes there that they phoned dm but did not receive a satisfactory answer.
You want a "public and comprehensible apology" that the backpack will be permanently removed from the range and compensation for the damage that has occurred.
Whether dm will respond to these demands is currently still open.