As Part of Domestic Violence Awareness Month and in Partnership with the NO MORE Campaign, New Line of Tank Tops Encourages Culture Change
Initiative Includes New Online Petition to Change Dictionary Definition of and Search Results for “Wife Beater”
With nearly one-in-four women and one-in-nine men in the U.S. experiencing domestic violence at some point in their lives, how is it still socially acceptable to casually call an everyday item of clothing worn by millions a “wife beater?”
That’s why this Domestic Violence Awareness Month, wifelovers apparel is launching a new line of tank tops and seeking to establish once and for all that a tank top is #notawifebeater. 100% of profits from the sale of the tank tops will be donated to support ongoing efforts to prevent domestic violence and sexual assault, in partnership with the NO MORE campaign.
Additionally, wifelovers apparel and NO MORE are urging dictionaries, search engines and brands to change the definition and online search results of the term “wife beater.” Currently, the online Merriam-Webster dictionary only defines “wifebeater” as slang for “a man’s white tank top” and searches of the term yield many results of tank tops to buy. They have started an online petition encouraging everyone to help change the culture and language that has allowed domestic violence to be trivialized and tolerated for too long.
The brand wifelovers apparel was inspired by Jonathan Van Ness during an episode of Netflix’s “Queer Eye for the Straight Guy,” when he used the term “wifelover” instead of “wife beater” while referring to a tank top. “It was the first time I had ever heard someone bring attention to the term by reframing something so negative into something so positive,” says Carl Mallia, co-founder of wifelovers apparel. “I couldn’t believe that in 2018, affectionately calling an item of clothing a ‘wife beater’ was still a thing. I just remember thinking there is absolutely no way I want my daughter growing up in a world where this was acceptable.”
“We are now in a moment when people are bravely speaking out about their experiences with domestic and sexual violence. It’s an opportunity for all of us to take the problem more seriously and to start to think of a “wife beater” as a criminal rather than an item of clothing,” said Omar Dbeis, co-founder of wifelovers apparel. “There is nothing stopping us from changing this language. We are all creatures of habit, so let’s start a new habit.”
“Carl and Omar have created a powerful tool to help increase awareness of domestic violence and encourage more men and women to be part of the solution,” said Tracy DeTomasi, Executive Director of NO MORE. “It may seem like a relatively minor change to eliminate ‘wife beater’ from dictionaries and everyday conversation, but it is an important step in understanding how language and cultural attitudes have enabled violence to persist. As part of the #MeToo movement, wearing a tank top, making a donation and signing the petition are all simple but meaningful ways to make our voices heard and effect positive change.”
While most regular tank tops are intended to be worn under clothing, wifelovers apparel tanks are purposely designed to also be worn as visible statement pieces. There are six different designs and the brand’s price point starts at $25. The tanks will go on sale starting Thursday, October 11, 2018 at 9am ET at www.wifeloversapparel.com.
Press Contact: Carl Mallia & Omar Dbeis
Press Contact: Jamie Warner
About No More:
NO MORE is dedicated to ending domestic violence and sexual assault by increasing awareness, inspiring action, and fueling culture change. A project of NEO Philanthropy, a 501(c)(3) public charity, NO MORE provides public awareness campaigns, marketing tools, and communications resources for anyone wanting to be a part of the solution. Encouraging everyone – women and men, youth and adults, from all walks of life – to be part of the solution, NO MORE sparks national and international grassroots activism. NO MORE brings together the largest coalition of advocacy groups, service providers, governmental agencies, major corporations, universities, communities and individuals, all under a common brand and a unifying symbol in support of a world free of violence.
About Carl Mallia and Omar Dbeis
wifelovers apparel co-founders Carl Mallia and Omar Dbeis, are a creative director team who want to increase awareness about this issue and bring about real change. They feel wifelovers apparel is an opportunity for men to join the conversation in a constructive and important way. In the past, they have created projects to help raise awareness about the lack of New Yorkers donating blood, to increase the number of moms getting mammograms each year, and restore Arabic pride when traveling.