{"id":27650,"date":"2021-06-24T17:15:24","date_gmt":"2021-06-24T17:15:24","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=27650"},"modified":"2021-06-24T17:15:24","modified_gmt":"2021-06-24T17:15:24","slug":"michael-b-jordan-apologizes-jouvert","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/michael-b-jordan-apologizes-jouvert\/","title":{"rendered":"Michael B. Jordan Apologizes For Co-Opting The Name J’Ouvert"},"content":{"rendered":"
\"\"
Photo by Paras Griffin\/Getty Images for BET<\/figcaption><\/figure>\n

Michael B. Jordan<\/a>‘s latest venture into the spirits industry has gone awry, to say the least. The Creed<\/em> actor is now offering an apology to his fans after blistering claims of cultural appropriation<\/a> arose following his rum brand launch last weekend. The line of rums, labeled J’Ouvert, co-opts the name of the annual festival that celebrates the emancipation<\/a> of enslaved peoples and is largely indigenous to Trinidad & Tobago.<\/p>\n

\u201cI 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,\u201d Jordan wrote in a statement via his Instagram Story. J’Ouvert is an Antillean Creole French word that directly translates to “daybreak,” but also signifies the commencement of Carnival. The inaugural celebration dates back to over 200 years ago when plantation masters derided the forcible labor of enslaved peoples by dressing up as them. Once emancipated, the newly liberated people started their own festival to in turn mock their former masters. Jordan continued, \u201cLast few days has been a lot of listening. A lot of learning & engaging in countless community conversations \u2026 We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of.\u201d<\/p>\n

\n
<\/p>\n
\n
<\/div>\n
\n
<\/div>\n
<\/div>\n<\/div>\n<\/div>\n
<\/div>\n
<\/path><\/g><\/g><\/g><\/svg><\/div>\n
\n
View this post on Instagram<\/div>\n<\/div>\n
<\/div>\n
\n
\n
<\/div>\n
<\/div>\n
<\/div>\n<\/div>\n
\n
<\/div>\n
<\/div>\n<\/div>\n
\n
<\/div>\n
<\/div>\n
<\/div>\n<\/div>\n<\/div>\n
\n
<\/div>\n
<\/div>\n<\/div>\n

<\/a><\/p>\n

A post shared by Barbie (@nickiminaj)<\/a><\/p>\n<\/div>\n<\/blockquote>\n