How Yandy became Halloween’s most popular—and controversial—retailer
In 2005, a pair of brothers from Arizona started a lingerie company they named Yandy. A couple of years later, they expanded into Halloween costumes. Their angle was"make it sexy," and the target customer was the 18- to 25-year-old “wearing multiple costumes, going to multiple parties,” Yandy’s vice president of marketing Pilar Quintana tells me.
This is par for the course for Yandy, though. The company’s pop culture- and meme-inspired costumes don’t tend to sit well with a lot of people, and this isn’t the first, second, third, or even 10th time that the company has received criticism for its costumes. But the Yandy team did something this time that they don’t usually do: They issued an apology and removed the offending costume from the website.
Every season, Quintana says, the team at Yandy tries to create “in-season pop culture” costumes. Examples of these include the “Brave Red Maiden," as well as a “Sexy Anonymous Op-Ed,” which is a nod to The New York Times piece written by an anonymous member of the Trump administration, and “Cloudy Affair,” which is a reference to Stormy Daniels. “Right now politics is pretty much dominating the news, and so that's kind of where those ideas came from,” Quintana says.
The company’s customers, in their growing age and in the changing times though, are also becoming more conscious of companies who don’t appear to respect different cultures and people. A couple of days after the company removed its “Brave Red Maiden” costume, a Change.org petition surfaced, bringing people’s attention to the number of indigenous people-themed costumes the brand has for sale on its site .
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