As the conversation around the brand’s name picked up steam online, some social media users from the Caribbean community and diaspora pointed out the lack of connection between its public-facing figures and Caribbean culture, raising questions about Jordan’s use of the term and whether it was culturally appropriative.
At one point, Trinidadian artist Nicki Minaj even weighed in. “I’m sure MBJ didn’t intentionally do anything he thought Caribbean ppl would find offensive — but now that you are aware, change the name & continue to flourish & prosper,” she wrote.
Initially, images of the rum line’s box set and other videos were shared over Instagram from various accounts, including stories from Jordan’s current partner Lori Harvey and actor Bryan Greenberg.
In one shot, a description of the rum line reads, “Derived from the Antellian Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as celebration of emancipation combined with Carnival season to serve as the festival informal commencements. Crafted on those same islands, J’OUVERT Rum is a tribute to the party start.”
An online petition with more than 12,000 signatures was launched in response to the brand’s use of the term. In it, the petition points to the brand’s United States Patent & Trademark Office filing, where the section that requests a translation of the words in the “mark” states, “The wording ‘J’OUVERT’ has no meaning in a foreign language.”
“I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on,” Jordan continued in his Instagram story. “Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations.”
This article was originally published by The Hollywood Reporter.