Minnetonka is a popular shoe brand which manufactures moccasin-style shoes. Their styles have obvious characteristics of Native American footwear. In this way, the company serves to promote a fetishized/primitivist depiction of Native American culture through making it ‘fashionable’. The advertisements of this company further this argument by featuring phenotypically White people wearing their product. This shows their target demographic to be a more mainstream, dominant group though their product itself is mimicking that of a minority group. The product, its logo, its advertisements and its mainstream popularity are dangerous in their representations of race.
Pictured below is one of their featured advertisement images. As you can see, their brand name is decorated with Native American design. The word Minnetonka is derived from the Dakota Indian word mni tanka which means “great water.” Scattered in the collage are images of nature – white birch bark, snowy pines, wild flowers, tall grass and neat stacks of chopped wood. Overall, the advertisement comes off as a beautiful, brightly colored collage with a ‘natural’ and ‘native’ appearance. The collage is a perfect example of how the Minnetonka brand is participating in a complimentary form of racism. Scholars Shohat and Stam argue that racism can take many forms, not all of which are negative and primitivism is one example of such forms. The images and scenery above demonstrate a rugged, ‘indigenous’ lifestyle as does the Native American style of the brand name and logo. Contrary to the culture they are ‘representing,’ the people in the advertisement (and most other Minnetonka advertisements) are white. The people in the ads – happy, comfortable, white, smiling, couples sipping hot cocoa outside in their cozy moccasins or little blonde boys wearing raccoon-skin hats – romanticize the indigenous group they are referring to. Although this may not be negative per say, it has “little relevance to the concrete struggles of indigenous people” and fosters an ignorant perception of Native Americans (Shohat 21)
As is argued by scholar Danzy Senna, multiracial people have become “in” or “hip” and are commodified in mainstream culture. I believe this trend in multi-racial people can be applied to minorities and the culture of minorities in mainstream popular culture as well. They are increasingly being seen as ‘fashionable’. Minnetonka is no exception to this trend. By searching ‘Minnetonka’ on the Google search engine, the images that first appear are of famous, female, non-Native American celebrities wearing the footwear. Below is an image of Kate Moss, Nicole Richie and Lindsay Lohan sporting the Minnetonka look. When a celebrity wears a product it is definitely a compliment to that product - through a commercial, consumer-oriented perspective - but it seems paradoxical for Minnetonka to represent a historically oppressed group through such mainstream fashion.
Some forms of racism do not even appear racist because they take on such ‘complimentary’ forms. Such is the case with the Minnetonka shoe company. Their advertisements use white models to promote a Native American-like shoe product and in so doing the company commodifies race. The complimentary form of racism is dangerous because it often goes undetected. Most who buy this product are unaware of the big picture. Was this intentional? I do not believe so. Does the company know what their product is portraying? Who knows. Either way, Minnetonka and its advertisements are an example of how racism may fly under the radar in everyday popular media.
Works Cited
Danzy Senna, “The Mullato Millenium,” ‘Mixed Race Studies: A Reader, 205-208.
Shohat, Ella, and Robert Stam. Unthinking Eurocentrism: Multiculturalism and the Media. London ; New York: Routledge, 1994.
Worst of all, Minnetonka shoes of all types are not made in America by any race, Native, Caucasian,African American or otherwise. The site proclaims it is family owned but does not identify the family. In fact, the shoes are all made in China (mostly) and the Dominican Republic. NONE are made by United States citizens. How about those onions!
ReplyDeleteWhen did they stop making them in Minnesota? I was stunned to see they were made outside the US.
DeleteThey have been made in the Dominican Republic as long as I have been wearing them, about 20 years.
DeleteDominican natives are mostly Indians
ReplyDeleteThis is by far the worst thing I've seen written all year... and this year's been full of doozies. You cannot seriously think that liking and wearing something in the style of another race or culture is racist... therefore, I can only assume that you're purposefully spreading ignorance, division, and anger over something in which you obviously have no clue. It isn't racist to appreciate and wear things originating from other races or cultures. It would be racist to dismiss and underappreciate things from other races and cultures... It isn't racist to manufacture and sell goods originating from another race or culture. It isn't racist for a company to use their advertising budget to target the type of people who will be buying their products. As far as their advertising targeting white folk.... that's probably because that's their target demographic! White people are the ones buying their products! Would you advertise a black hair product with white or Asian models? Of course not, white people wouldn't be your target demographic, black people would be, specifically black women... should we use a male model in the black women's hair commercial, so not to be sexist too? Marketing 101 - don't waste money advertising to potential customers who will never convert to a real customer... don't you think they have analytics on who buys their products? Talk about dangerous? Your racial and cultural appropriation is dangerous, I'd even call it toxic.
ReplyDeleteActually wearing and liking are different than appropriating. I believe that you missed the meaning of this article. I do not believe that the author takes an issue with people enjoying and taking an interest in the culture, history, or things made by Native Americans peoples. The issue with this is utilizing someone else's culture to make a profit without the originating culture benefiting. It becomes predatory by design and leads to continued subjugation of an entire populace. Imagine the way you would feel especially if you were not even deemed worthy to be visually represented in the advertising of the item. Why bbn should anyone be able to whitewash a culture? It is obscene!
DeleteThe very definition of being a culture vulture is taking something that is unique to a certain group then attempting to mold and shape it into something that is appealing to a non-marginalized group or dominate party, then pretending that this same something was always representative of and originating from the dominating or colonizing group.
You must understand that this has been happening since the beginning of colonization, and the only persons that benefit or have any pride in this theft of cultural identity are the dominate,capitalizing parties. It I cruel,unfair and a little disgusting. What if someone decided that they were going to take something that was traditionally belonging to your culture, make a profit from exploiting it and never pay homage to your people as the originating party. It happens in Asian, Northern and Southern Native American, Polynesian,African and other non white cultures gar to often to continue to be ignored.
Agreed.
DeleteA.Newman you may like the way a Native American head dress looks but that doesnt mean its ok to wear it.
DeleteI am of mixed Native American bloodlines, (with a little bit Viking), and I proudly and respectfully identify as Native American. My Native American Culture portrays so many beautiful things,including spiritual values, history, art, and yes, styles of clothing and accessories. I understand that some people view our beautiful traditions with the eye of a fashonista, but I have chosen to not feel offended, but rather to feel complimented, by non-Native Americans wearing our styles. My heart knows that they mean no harm to us.
DeleteSorry, Totally sick of this. Im Irish. I dont card people on ST PATRICKS day when you're all out there enjoying the holiday Hosting your own Irish Parties, wearing shirts with Drunken Irish Slogans. Or Irish American Bands that have no irish band members in them at all, Faking Bad Irish Accents, recording unauthentic Irish music and and marketing and selling it as traditional Irish Music. Commonly, You are all in the Bars drinking and requesting Danny Boy.. written by English attorney who never set a living foot in Ireland. Nobody says, hey why does Notre Dame have a short little hysterically dressed, bar fighting,leprechaun as their Patronizing mascot. No one yells RACISM about this stuff. This is insane. If simply wearing clothing , "really nice Clothing too" that is similar to the clothing of another culture makes you a RACIST because you dont have that culture in your bloodline, then every single person on the PLANET is guilty of this and you need to all go into your closets and throw alot of stuff away. Nobody OWNS their culture Nobody. You can love it and Share it and be proud of it and wave it like a banner, but you dont Own it. And Newsflash, the more you Share it the more likely you will never Lose it, the more likely others will learn of it and respect it and want to embrace. Sadly we have a culture and a Court system in America, that seems to believe some cultures are more Sacred then others. The Proof of that lies in the Fact that there are Thousands of Little girls across the US alone that are proudly dancing in Irish Dance Troupes, wearing Longcurly wigs and Celtic Design dresses, whos last names are Smith and Gonzales. Difference is, no Irish people are walking into court suing over this kind of Stuff. yea.. How about the Italians. Every Italian joint that is owned and operated by people who are not Italian should Close .. Polish people in Wisconsin should not be making money selling "Eye"talian food. Decorating the restaurants with some Contrived Italian interior Design.. check table Clothes. Chianti bottles w burned down candles. Putting descriptions on menues like WOP SALAD.. when I grew up if you used the word WOP in front of an Italian you might not have teeth after that confrontation.. but not in the midwest. WOP is used freely .. they think its Cute. So Italian Restaurants, not owned and run by Italians, are Not your culture, stop enjoying and using it. I dont see any Italians Suing and yelling racism.. when non Italian folks sit around having drinks throwing around little Italian Phases like Mama mia and then making Godfather references.. Nope they dont yell about Racism. Asian.. Thats a bad one. No tickey no Shirty.. Every woman out there that has bought one of the Kimono style shirts in the last 20 years.. RACISTS every single one of you. LOL. Sorry look around. I just went online and bought me a new pair of Minnetonkas.
DeleteThe most ridiculous thing I’ve ever heard. It’s unbelievable that people have nothing better to do than come up ridiculous things to be offended by. I have Cherokee blood and would not be upset if someone of a different culture wears them if anything I’d feel proud. If someone looks hard enough they can always find something they feel is offensive. Get a life, seriously smh
ReplyDeleteCherokee so were were going to play that card lol anyone can be Cherokee it's such a common generic answer
DeleteI've been wearing Minnetonka for 50 years and love them. I always thought they were American made though. Was disappointed to learn that they aren't. Still wearing them though. I have some that are at least 30 years old and still good. Talk about quality!!! You can't beat that!
ReplyDeleteI think you were ahead with this article. I always wondered if they were Native-owned after my neighbor bought my child a pair in Wisconsin. I didn’t bother checking until now. If you check Minnetonka’s website they address some of your points. But, I would still rather buy Native designs from Native people. They shouldn’t have to compete for their own culture, and we should recognize that.
ReplyDeleteupset to find out they have a cancer warning on them. moccacins should never be made in china.
ReplyDelete.