Gucci found themselves in some hot water this week after they decided to launch a “blackface” mask. They aren’t the first, and probably not the last, but considering how much their brand is championed by People Of Colour, to say it was merely a tone-deaf accident doesn’t cut it. Spike Lee already announced that he’d be boycotting the brand and now, T.I. has stepped up to the plate and urged his followers to boycott the brand as well.

T.I. took aim at Gucci earlier today and dragged them across the floor on Instagram. The rapper explained how he’s been an avid shopper of Gucci products but the racially insensitive item crosses the line. Regardless of what their reason is for the mask, he said that all people of color should boycott he brand.

“As a 7 figure/yr customer &long time supporter of your brand I must say…Y’all GOT US fucked UP!!! APOLOGY NOT ACCEPTED,” he wrote. “Our culture RUNS THIS SHIT!!! We (People of color) spend $1.25 TRILLION/year (but are the least respected and the least included)and if we stop buying ANYTHING they MUST correct any and ALL of our concerns. That’s THE ONLY WAY we can get some RESPECT PUT ON OUR NAME!!!!”

He later posted a call to action for people to follow. The first step is to stop purchasing Gucci for the next three months. The second step is to stop wearing Gucci if you do own it. And third is to share the post with your network.