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For the last decade-plus, we’ve had to sit through brands developingpersonalities, specifically through their social media presence. Thanks to all sorts of viral moments and interactions from your favorite store-bought cookies or breakfast cereal, companies have gotten good at pretending they’re just like you. In the tech world, no brand has shownmore spunk on social media and beyondthan Dbrand, an attitude that landed them in hot water over the past 24 hours after throwing around some particular racist comments.
I’m not going to beat around the bush here — what Dbrand said is pretty egregious, even for the company’s usual snarky demeanor. After a customer named Bhuwan Chitranshtweeted at the siteregarding their MacBook skin showing dirt after a couple months of use,Dbrand first offered a real response, before turning around seven minutes later and quote-tweeting the complaint with a comment centered around Chitransh’s last name.
Despite gaining 30k likes — big shock, considering the state of Twitter these days — the company received plenty of backlash in the replies, with most of the 2,000 (and counting) replies issuing some pretty harsh rebukes. Chitransh, meanwhile, also hopped in the replies,calling out Dbrandfor being racist towards Indian customers. Meanwhile, onDbrand’s official subreddit, plenty of customers defended the tweet, saying the obviously racist remark wasn’t racist, which is effectively how we all talk on social media at this point.
After nearly 24 hours, Dbrand offered an apology
Dbrand hasn’t deleted its original racist comment (andseems to have no plans to), nor has it removed any of its replies doubling down on its original statement, but nearly a day after the incident, the company did finally post a follow-up. In its most recent tweet, the brand called the retweet a “huge fumble” while acknowledging it had apologized directly to Chitransh alongside a mea culpa payout of $10,000.
UPDATE: 2025-06-03 14:47 EST BY WILL SATTELBERG
Dbrand pulled its tweet
Despite announcing its intention to leave the tweet as is, Dbrand pulled the original tweet from its feed after YouTuberMKBHD publicly threatenedto discontinue working with the brand until the post was deleted. We’ve included an archived screenshot of the tweet in its place in this article.
