A Utah mother is outraged after reading about a popular Mormon women’s fashion brand’s decision to ban the word “feminist” from its merchandise.
Merritt Smith is an active Mormon woman who runs a Mormon clothing brand called ActiveMormon.
Her brand’s Facebook page says she started the company in 2013 to offer products that she says are designed for “women of all ages and backgrounds.”
Smith told ABC News she’s outraged by the Mormon brand’s actions.
“It’s an insult to women who wear Mormon clothes,” Smith said.
“I’m not sure how they came up with the word feminist or what it means.”
She added, “I don’t think that they want to be known for what they wear.
They want to dress in Mormon clothes.”
Smith said she’s not sure why ActiveMormons products are banned from stores in the LDS church.
But she said she hopes other Mormon women will reconsider their clothing choices.
“We are a Mormon company, and that’s what we believe in,” Smith told ABC affiliate KSL.
“We are an inclusive company.
We want to support and encourage people to be themselves.”
Mormons are a majority of the U.S. population, according to a Pew Research Center study.
The LDS church also ranks No. 1 among the largest religious groups in the U to women, according a report by the Pew Research group.
Mormons who are Mormon and who have lived in Utah for at least 15 years are eligible for federal social security benefits, and Smith is one of them.
She said she is hoping her store will change its policies.
“I think they should be the first ones to be able to change their dress code,” Smith explained.
Smith has already received a few emails from customers upset by the new policy.
She said she plans to continue serving the women’s apparel she has in stock and will be posting new product updates on her Facebook page.
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