Urban Outfitters is Obsessed with Navajos

^{Navajo Sock}

The Antiquated:

^{Leather Navaho Cuff Bracelet}

And, finally, the totally offensive:

^{Navajo Print Fabric Wrapped Flask}

^{Navajo Hipster Panty}

Of course, there are many more if you head over to the site and search “Navajo”.

So what’s inherently wrong with using Navajo in product names? And what can tribal nations do about it?

First of all, these products represent a stereotype of “southwest” Native cultures. The designs are loosely based on Navajo rug designs (maybe?) or Pendleton designs, but aren’t representations that are chosen by the tribe or truly representative of Navajo culture. Associating a sovereign Nation of hundreds of thousands of people witl a flask or women’s underwear isn’t exactly honoring.

Additionally, it’s more than likely that Urban chose “Navajo” for the international recognition–to most of the world Navajo (and Cherokee)= American Indian (my Jamaican friend didn’t even know there were other tribes in the US until she met me). This conflation of Navajo with “generic Indian” contributes to the further erasure of the distinct tribes and cultures in the US and solidifies the idea that there is only one “Native” culture, represented by plains feathers and southwest designs.

Navajo has taken a bold step, and actually holds trademarks for 12 derivatives of “Navajo”, three of which I’m citing below:

2061748: NAVAJO Sportswear; namely, slacks, shorts, skirts and jeans.

2237848: NAVAJO Clothing; namely, tops, vests, shirts, sport shorts, polo shirts, golf shirts, * jackets, * T-shirts and sweat shirts.

3602907: NAVAJO Online retail store services; namely, on-line ordering services in the field of clothing—specifically, men’s and women’s sportswear, namely, jeans, tops, shirts, sport shorts, polo shirts, golf shirts, T-shirts and sweatshirts.

I’m no law expert, but it feels like the products above might be violating the trademarks?

A few months ago, they Navajo Nation Attorney General actually sent a cease and desist letter to Urban Outfitters, and there are some great quotes from the letter (I’ll try and post it in full in another post):

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