Aussie couple reveal what it is like when your brand starts getting ‘cancelled’

Aussie business owners Jase and Ash were minding their own business when they got a phone call that led to a horrible 48 hours.

The co-founders of Australian clothing brand, Sabbi, are being publicly shamed, and have found themselves “cancelled” for a very 2024 reason.

The label and its founders, couple Ash and Jase, have become a huge online talking point, and “Sabbi Controversy” is now a suggested search term on TikTok because of who Jase follows on Instagram.

Sabbi is a Queensland-based brand that sells oversized T-shirts with positive affirmations, and has now somehow become embroiled in a political scandal.

The couple run a successful T-shirt brand. Picture: Instagram/Sabbi

Ash and Jase said the backlash has been stressful. Picture: Instagram/Sabbi

It started when fashion commentator Kate Forster posted a TikTok where she pointed out that Jase followed Donald Trump and Joe Rogan on Instagram and that some Aussies with right-wing views were wearing their brand.

What followed has become an internet bloodbath.

“There’s no need to tear people down because they have different opinions,” Ash told news.com.au.

Speaking to news.com.au, the couple made it clear they do not support Mr Trump, but that barely seems to be the point anymore.

Online, people are accusing Ash and Jase of being Trump supporters, consumers are threatening not to buy from the brand anymore, customers are getting defensive, and then people are sending Forster hate for making the TikTok about Sabbi to begin with.

There are customers now posting TikToks where they clarify that they have left-leaning beliefs because they are worried people will assume their political stance purely for wearing the brand.

The whole situation has gone incredibly viral.

Ash and Jase were shocked when they first learnt of the internet backlash.

“We were like, ‘what the hell?’” Ash said.

They were sitting at their desks when they got a call from a stockist who said people online were debating whether they were left-wing or right-wing.

Both Ash and Jase were floored.

“She said, ‘Apparently you guys follow Donald Trump’,” Ash said.

The couple just want to make clothes. Picture: Instagram/Sabbi

Initially, they were confused.

Their brand Sabbi didn’t follow Mr Trump, and neither did Ash. But then they worked out Jase did follow him, and he had been for over a decade.

Ash said it was immediately overwhelming.

People were going through their personal Facebook accounts and looking for clues about their political alignment.

“It was the first time that made us stop and think, ‘do we want to share anything?’” she said.

Jase wasn’t as concerned about the response as Ash.

He said if he believed in Mr Trump, he’d come out and say so, but in general, “I don’t care if you do or not.”

He also couldn’t believe there was discussion around who or who didn’t buy and wear their T-shirts.

Jase found the backlash “ridiculous”, but said it has also been stressful. Ash said she felt so sick about it all weekend that she could barely eat.

“It is hard, you’re always offending somebody. Why do people need to know our political beliefs to buy our clothes?” Jase asked.

“It goes against everything we stand for. At Sabbi we are about being yourself and always want to choose kindness,” Ash added.

The brand just want to make people feel good that wear their clothes. Picture: Instagram/Sabbi

The backlash has been overwhelming. Picture: Instagram/Sabbi

Ash said the last 48 hours have been “horrible” and have made her feel sick with anxiety, especially because it feels like no matter what they do, it isn’t helping.

“The online world is such a scary place,” she said.

The backlash has gone so viral that Abbie Chatfield chimed in and said that, while Jase following Mr Trump didn’t automatically mean he was a supporter, the brand should put out a statement and clarify its political beliefs.

“Do I blame Sabbi for having morally corrupt clientele? Absolutely not. Like that is not their fault at all,” Chatfield said.

“Their shirts are really cute. If you want to go buy them, go buy them.”

She then said that Forster pointing out who Jase follows online doesn’t make her a “bully”, and it is fair game.

“It is interesting that Kate pointed out that someone follows a political leader and that is so scary to people because they know he is an awful person. They know it isn’t the right thing to do,” Chatfield said.

Forster has now deleted her TikTok.

Abbie Chatfield weighed in. Picture: Instagram/AbbieChatfield

She said you shouldn’t shoot the messenger. Picture: Instagram/AbbieChatfield

Chatfield claimed that no one should “shoot the messenger” and Ash and Jase should clear up why Jase was following Mr Trump.

Ash and Jase released a statement saying they wanted to address the backlash online.

They said they didn’t condone bullying and asked people to choose positivity over hate.

“We would never condone bullying people or brands online, so this is the one and only statement we will be making,” the statement read.

“Our entire brand is built upon building people up and helping them feel happy and confident while wearing our brand.

“These comments and the videos that people have shared online are not a true representation of myself and Jase. It’s unfortunate that people can take things out of context and spread rumours and misinformation about us online.”