DEI is disappearing. That didn’t last long. As major corporations worldwide quietly roll back their commitments to diversity, equity and inclusion (DEI), Finnish human rights and non-profit organisation, Väestöliitto, (The Family Federation of Finland) is challenging these brands with a new online streetwear store blending fashion, satire, and social critique.

A thought-provoking DEI Turncoats store is selling reversible “turncoat” jackets with branding which resembles the well-known visual identities of American companies retreating from DEI principles.

One side of the jackets reads, DEI is in, the other, DEI is out.

The idea was created by agency, United Imaginations.

With the message, Väestöliitto is asking businesses to reflect on their commitment to equality even when it’s no longer in fashion. It is a reminder to Finnish companies to stick to their values as global brands retreat from equality.

Tiina Ristikari, chief executive officer, Väestöliitto, stated, “Equality is the foundation of a sustainable and healthy society and defending it is everyone’s responsibility. We now have a rare opportunity to show that Finland can lead the change, even when others are stepping back. For companies, committing to diversity, inclusion, and human rights isn’t a liability. It’s a competitive advantage that builds trust, meaning, and a future worth investing in.”

The activation is running in Finland’s largest cities and on social media.