ASOS VS Black Twitter

Online retailer ASOS have been called out for the branding they've used on socks available to buy from their website.

The socks have been title 'Roadman' and have slang phrases which are blatantly associated with the black community.

Picture originally from:@kelechnekoff (Twiiter)

Many black people took to Twitter to express their disgust and how offended they were by this range.

The socks which are embossed with slang like, "Don't Look Shook.", "Jokes" and "Mandem", are sold under the range called 'Roadman' as this is what ASOS and many of these clothing brands think is the highlight of the black community.


The term Roadman is a Jamaican one associated with a person who hustles and does a lot of road business - "No roadworks included."

Is this where ASOS got their research from?

Are ASOS now in the business of promoting that type of employment as well as this narrative the of black people?

Companies like ASOS do not employ real 'kin folk' black people, so they obviously do not know what is culturally acceptable and this is the problem, these companies wanting to make money off of the black man whilst highlighting the downside of our community and never wanting to uplift it.

"What happened to 'Black Power' or 'By Any Means Necessary'?"  These are quotes we stand by too!!!

Another brand willing to portray a negative narrative of the black culture.

On a side Note, ASOS wouldn't be so quick to do things like this if the black people working in their marketing department weren't token ones and really had a say.

"There's always one." 

How do we move forward and stop these things from happening to our culture if there's always one token person who's willing to compromise themselves and make excuses for these companies and their actions?