The hip-hop community is coming together as a collective to boycott luxury fashion house Gucci. The famed brand faced backlash after the release of a sweater that featured red cartoon-inspired lips around a turtleneck cut out; many believed this to resemble minstrel-era blackface.
50 Cent is the latest rapper to join the charge in protesting the brand.
Fif took to Instagram revealing just how dedicated he is to the boycott. He shared of video footage of him setting a t-shirt from Gucci on fire with the caption, "I gotta get rid of all the Gucci I have at home. I'm not supporting their brand anymore."
Gucci has since apologized and vowed to improve its cultural sensitivity training
Check out 50 Cent's Gucci protest below:
(Photo by Gisela Schober/Getty Images)