A US political commentator has branded North Face's latest stunt as "hilariously stupid."
It comes as fans of the outdoor clothing brand can get a voucher for more than 20 per cent off at the retailer if they can pass a woke 'racial inclusion' course.
Speaking to GBN America Chadwick Moore, author of a book about Tucker Carlson titled Tucker, branded the move "clownish."
He said: "North Face has been hilariously clownish and stupid these days.
Chadwick Moore claimed the shop has gone "woke"
GBN America
"These companies, a lot of them are making a wager when it comes to going full woke and Orwellian.
"In this sense, you need to take some sort of mind control course in order if you want to get a discount on the products.
"I think they do wager that when they put this out there, they get in the news cycle, then they think that it will encourage sales for one per cent in the population.
"On the other hand, they're currying favor with power when they do things like this.
North Face has a woke incentive for 20 per cent off
GETTY
"They look at who's in power, who's pulling the strings and they do little things like this.
"It cozies up to them for when they might want some sort of favor in the future."
GBN America host Mark Dolan said: "Clearly there is racism in our society. It's a major problem. It needs to be tackled. But it's important to understand that ideas like white privilege are deeply controversial, potentially divisive and are contested by many."
Moore added: "Yeah, of course, that's true. And, you know, people would say now that's a minority privilege. That happens across the Western world where you get advantages for being not white and you get disadvantages for being white.
He slammed them as "hilariously stupid"
GBN America
"You get jobs taken away from you or you don't even get the opportunities. It's so funny that what North Face is doing here, claiming that there's some sort of racist barrier to the outdoors is, once again, what the left always does.
"It is ignoring personal choice and freedom of choice. Maybe some groups simply aren't all that excited to go out and camp with grizzly bears or go kayaking or canoeing in the Rocky Mountains while their groups are.
"I don't see any famous hip-hop brands saying they have a problem with white people not wearing their clothing.
"It's a lot of these guilt-stricken white people which run North Face trying to assuage this strange guilt they have for the way they were born and the color of their skin."
