Draft:Dbrand
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| Company type | Private |
|---|---|
| Industry | Consumer electronics accessories |
| Founded | November 2011 |
| Founder | Adam Ijaz |
| Products | Skins, phone cases, screen protectors, accessories |
| Website | dbrand |
Dbrand Inc. is a Canadian consumer electronics accessory company headquartered in Toronto, Ontario. It was founded in November 2011 by Adam Ijaz. The company specializes in customizable vinyl skins, cases, screen protectors, and accessories for smartphones, laptops, gaming consoles, and other devices. Dbrand is known for its direct-to-consumer e-commerce model and its irreverent and confrontational brand voice.[1]
Products
[edit]- Skins: Precision-cut 3M vinyl skins for a wide range of devices.
- Grip Cases: Rugged phone cases with swappable backplates.
- Screen Protectors: Edge-to-edge tempered glass.
- Teardown Skins: Skins designed to look like internal hardware.
- Darkplates: Custom matte black PS5 faceplates.
- Project Killswitch: Modular cases for Steam Deck and Nintendo Switch 2.
- Accessories: Cables, mounts, cleaning kits, etc.
Controversies
[edit]PlayStation "Darkplates" Legal Dispute (2021)
[edit]In October 2021, Dbrand released custom matte black PS5 faceplates called Darkplates. The company publicly challenged Sony Interactive Entertainment to sue them. Sony later issued a cease-and-desist letter alleging design infringement. Dbrand complied and temporarily pulled the product but returned with "Darkplates 2.0", redesigned with additional ventilation to avoid infringement.[2][3]
Project Killswitch Magnet Issue (2025)
[edit]In June 2025, Dbrand’s Killswitch case for the Nintendo Switch 2 was found to interfere with Joy-Con controller connections due to poorly toleranced magnet retention clips. After initially blaming users, the company apologized publicly, describing their own response as “spectacularly terrible,” and committed to sending free revised units.[4][5]
Twitter "Ethnicity" Comment Controversy (2024)
[edit]In April 2024, an Indian-origin customer named Bhuwan Chitransh complained about a defective MacBook skin on Twitter (now X). Dbrand responded by mocking his surname with the tweet: "Your last name is basically shit rash, be serious." The tweet sparked widespread backlash as racially insensitive and was viewed millions of times.[6]
Tech YouTuber Marques Brownlee (MKBHD) stated that he would no longer work with the brand unless the tweet was deleted. Dbrand deleted the tweet and issued a public apology the next day, calling the situation a “huge fumble” and offered Chitransh US$10,000 as a goodwill gesture. CEO Adam Ijaz acknowledged the remark as a “severe lapse in judgment” and promised future restraint.[1][7][8]
Reception
[edit]Dbrand's products are generally well-reviewed for quality, precision, and style, and have been featured by popular creators such as Marques Brownlee and Linus Tech Tips. However, the company’s edgy persona has sparked criticism, particularly regarding the ethics of humor in marketing and brand accountability.
External links
[edit]- ^ a b Vincent, James (2024-04-11). "Dbrand apologizes after 'shit rash' tweet". The Verge. Retrieved 2025-07-07.
- ^ "Dbrand pulls PS5 'Darkplates' from sale after Sony legal threat". The Verge. 16 October 2021. Retrieved 2025-07-07.
- ^ "Sony Finally Responds To Company That Dared It To Sue". SVG. 18 October 2021. Retrieved 2025-07-07.
- ^ "Dbrand admits it had a 'spectacularly terrible response' to Killswitch Joy-Con grip detachment complaints". The Verge. Retrieved 2025-07-07.
- ^ "Dbrand Responds to Switch 2 Killswitch Backlash With Promised Fix". Forbes. Retrieved 2025-07-07.
- ^ "Dbrand faces backlash over racial tweet and offers $10,000 apology". Gizmodo. 11 April 2024. Retrieved 2025-07-07.
- ^ "Indian techie faces racism from Canadian brand, company pays $10,000 in compensation". Business Today. 12 April 2024. Retrieved 2025-07-07.
- ^ "Dbrand controversy: Online reactions to racist tweet, apology, and MKBHD response". Augustman. Retrieved 2025-07-07.
