“Spunky Squaw” refuses to change boutique’s racist name despite outcry!

“Spunky Squaw” refuses to change boutique’s racist name despite outcry!

Posted By Corinne Oestreich October 31st, 2018 Blog

There is an account on Instagram that is causing a lot of pain and emotional labor in Indian country.

Yes, there are major issues we are dealing with, but this one is also important because it is targeting Native Women specifically to profit, and uses a term that is dehumanizing and hurtful.

This one hits me personally, several of my friends and I worked very hard trying to educate this woman about why her choice of Boutique name was not ok.

Hours and hours of careful conversation (because if she got too mad, she'd block us..) to try to help her to see why the term that may have started as an Algonquin word for “woman”, had transformed into a racist slur equatable with “Redskins.”

The request was NOT for her business to be shut down, but that she would consider a name and logo change.

The owner Brooke Adams has taken to social media multiple times to defend her brand and has even accused Natives of harassing her.

She states:

“I have been targeted by a hate group because they are offended by the name of my boutique, The Spunky Squaw. When I came up with the name, I took so much time in making sure it was different, not trendy, and something I appreciated,” Adams said in her statement on Facebook. “There is absolutely no derogatory meaning in the word ‘squaw.’”

This despite being informed by hundreds of people that the term was IN FACT very offensive.

To read more about the recent development you can read an article from Patheos here.

Update – November 2, 2018

The Navajo nation has issued a cease and desist order for all references to their trademarked material.




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About Corinne Oestreich

Corinne Oestreich (Mohawk/Lakota) has been a writer with powwows.com since 2014. She lives in the state of CA, and enjoys attending and photographing many of the Northern CA powwows and events. She owns her own photography business and is also a Fellow with Changemaker Initiative in partnership with Ashoka.

TAGGED:    native women    stereotypes  


9 thoughts on ““Spunky Squaw” refuses to change boutique’s racist name despite outcry!

    • Christopher Smith says:

      Somebody step up and confront this issue. Reporting to facebook or whatever doesn’t do a damn thing. All the publicity has only increased her sales and name.
      Another case of cultural appropriation

  1. Keep reporting her for her use of any and all native designs and keep the attention on the fact that she is deliberately using an offensive and discriminatory term which in this day and age is equal to banning of “the -N-word” during the time of the Civil Rights movement in the States. She NEEDS to get her ducks in a line or theres going to be serious consequences to her stubborn and idiotic attitude. She is obviously too young and stupid to know whats best for herself.

  2. Can we find real issues to argue about? Stop this racist crap, we all have hearts that beat the same, the color of our skin does not define who we are. We have elderly and vets that need help, we have homelessness, we have hunger, we have crime…pick a fight for something that matters…who cares about the name of her business, people who don’t like it can simple not support it, eventually she’ll get the hint or go bankrupt.

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