Saddleback Bags How to Knock Off a Bag Misses The Mark

I read an article by Red Head Writing, How To Gracefully Deal With Haters.  Apparently, the owner of Saddleback bags has a lot of companies ripping off his bags. His response is a snarky video to show people how to rip off his bags. Making fun of Mexicans and depicting Mexicans in poor working conditions.


Initially, I thought it was kind of a smart way to respond. I took a look at the bags and admired the quality and even considered buying my husband and myself a bag.   However, after watching the video I was really offended by how he treated his employees and his statements that make fun of Domestic Violence at 11:20.  The photo above is the expression on his face when he is making the following remark:

“Knocking off this bag will be easier than beating your wife and kids, especially if you have a large family.”

I was born in Mexico and lived there for 10 years and still maintain my dual citizenship. I still have many family members who live and work in Mexico.  The video is very clever.  However, it misses the mark with these statements.   I am also concerned that Erika Napoletano a strategist & columist is backing this video as it makes fun of domestic violence & Mexicans. This video is not a graceful depiction of how to deal with haters.  It is the complete opposite.   If you are a social media strategist, please don’t ever encourage your clients to make a similar video.

I’m also concerned with what Dave Munson said as well.  Especially since he lived in Mexico!   The video could have been done without the statements at 11:20 and without depicting Mexicans in poor working conditions.

I went to Ericka’s Facebook page and Saddleback’s You Tube page to address my concern with no response from Saddleback.  Erika told me to take a look at the comments from others because according to viewers, I missed the mark.   Then she followed up her statement advising that maybe the brand isn’t for me.   She is correct, A brand that makes fun of domestic violence and takes jabs at Mexican culture is not for me.  In fact, it’s not for anyone.

Today, I’m writing a quick post to bring attention to this video and ask my fellow Latina and Latino Bloggers, Influencers and readers to take a look at the video and give me your honest opinion.


Additional Posts Referencing This Issue*

*Read the comments

FastCompany posted on Jan 15.

Saddleback How To Knock Off a Bag video Mexican Stereotypes

Tweets – Dated Jan 21

Question: Is this video offensive?  Are you also offended by the statements at 11:20?

Eva Smith

Publisher at Tech Life Magazine
Eva is an award winning entrepreneur and Publisher of Tech Life Magazine. She has been recognized by Ford Motor Company as a Mujer Legendaria Inteligente (Smart Entrepreneur), USA Today Magazine as a Top Blogger to Watch and Latina Magazine as a Top 25 Latinas Who Shine in Technology. Her work has also been featured on Mashable,, Babble, Baby Center,, USA Today, Latina Magazine, Huffington Post, National Parks Services, Voxxi, NBC Latino, Rolling Stone Magazine & more.She is technologist, engineer, bilingual freelance writer, speaker and digital media consultant.


  1. Hi there Eva. In no way did I ever intend to offend you or any Mexican. I love Mexico and the Mexican people more than any American I know. I lived there for 7 years and have hundreds of friends and acquaintances there who would only tell you that I love them. I married a woman whose grandma and grandpa only spoke Spanish since they were from Mexico. We have had people come into our factory and were shocked at how amazingly clean and organized our facility was compared to everybody else’s they had toured. I would say that we easily have one of the cleanest factories in the country. The “Bring Your Kids To Work Day” just happened to take place while we were there designing and filming and so we filmed it. And since we didn’t want the kids running around where everybody was working throughout the day, we put the blow up bouncy things in the space next to where we work and where we are expanding into. The floors are not painted yet and the lights have not been decided upon.

    In fact, our goal is to be the best factory in the country and be recognized as such by the government. Soon, we will be transitioning it into a “Social Factory” where all of our profits are poured back into technology and into the people. This will be through excellent schools for the kids of the employees, community gardens for employees and their families, marriage classes (because success starts at home), basic financial classes, single mother programs with daycare on the premises and breastfeeding rooms for the moms. We plan on having parenting classes and also continuing education classes for the employees, including English.

    I am sorry that this video has given the idea of something else other than who we really are and what we’re really about. I would love for you to come down to Leon and visit the factory and even interview any employee you like. They all know that Suzette and I truly love them very much. You can ask them about us being there at 2 am walking through the late shift hugging every single neck there and asking them their names and if there was something we could pray for them about.

    As for the comment where I said, “It’ll even be easier than beating your wife and kids… especially if you have a lot of kids”, let me explain. Throughout the video, I had been portraying the creatively bankrupt unethical knock off artists as lowlifes. Graverobbers, crack addicts, slave driving thieves with a deep love of money who use child labor. And therefore, the one thing that I can think that really highlights a scumbag is that they abuse women and children. Those are the worst kind of people out there. Abusers are self-centered, egomaniac jerks. I can’t stand abuse. And if someone is reading this who is an abuser, you need to look at yourself and wonder if what I just wrote is true. Because if it is, then you need to go get help. The way you act is wrong and it’s bad and you need to stop.

    Again, I am sorry to hear that you were offended at this and I hope this helps you understand who we are and what we’re really about. Because it’s not about money. It’s much bigger than that.

    Peace to you,
    Dave Munson
    Saddleback Leather Co.

    • Dave, Appreciate you for taking the time to stop by to share your your feedback. I get that you are trying to portray the copycats as thieves, lowest of the low and dirty rags. However, I do believe the same message of Saddleback Bags superior quality/luxury vs the Ripoff Bags subpar craftsmanship/poor quality could’ve been delivered without all the stereotypical remarks and jabs at mexican culture. The “beating your wife and kids” analogy was also not required to deliver the message. I hope your team will take this feedback in consideration when making future videos.

  2. Soy mexicana tambien pero no estoy de acuerdo contigo.

  3. Eva, I feel so disappointed that yet another viral marketing video has resorted to tactics where race and gender become pawns in the bigger game of “selling”. I wrote up a few thoughts too and just want to say that I really appreciate you making a public comment to the creators of the video and supporters. I’m sure it will make a valuable impact.

    • Thank you Chantily for your comments and also for your post. You brought a lot a points out that I overlooked. Heading over to your blog to comment.


  1. […] Smith at has a lot of the same concerns.  She’s reached out to the marketing team at Saddleback […]


Get every new post delivered to your Inbox

Join other followers: