In 2014, Gong launched the Inspired Natives Project with the deliberately confrontational motto “Inspired Natives, not Native-inspired.” The initiative presented an alternative to the fashion and gift industries’ long-standing practice of selling vaguely Indigenous-looking blankets, accessories, and home goods without meaningful Native participation. Its first collaborations paired Eighth Generation with Acoma Pueblo artist Michelle Lowden and later Anishinaabe artist and organizer Sarah Agaton Howes; the company ultimately reported collaborations with more than 50 Native artists. Gong later formalized the approach through his “Decolonizing Partnerships” framework, which emphasized Native authorship, fair economic participation, and accountability in corporate collaborations, including a 2021 Starbucks Reserve project. The broader consequence was an attempt to redirect consumer spending away from companies using generic or inauthentic Native imagery and toward Native-owned businesses and named artists.
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AI concept artworkArchive Record · 2010s-2020s
“Inspired Natives, Not Native-Inspired”: The Business Model Designed to Replace Cultural Appropriation
Eighth Generation and the Inspired Natives Project / 2010s-2020s
In 2014, Gong launched the Inspired Natives Project with the deliberately confrontational motto “Inspired Natives, not Native-inspired.” The initiative presented an alternative to the fashion and gift industries’ long-standing practice of selling vaguely Indigenous-looking blankets, accessories, and home goods without meaningful Native participation. Its first collaborations paired Eighth Generation with Acoma Pueblo artist Michelle Lowden and later Anishinaabe artist and organizer Sarah Agaton Howes; the company ultimately reported collaborations with more than 50 Native artists. Gong later formalized the approach through his “Decolonizing Partnerships” framework, which emphasized Native authorship, fair economic participation, and accountability in corporate collaborations, including a 2021 Starbucks Reserve project. The broader consequence was an attempt to redirect consumer spending away from companies using generic or inauthentic Native imagery and toward Native-owned businesses and named artists.
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