Never buying from them again!’

Bonds faces backlash after using a non-binary model with a beard to show off its latest bikini

Aussies are vowing to boycott Bonds after the underwear company used a bearded, non-binary person to model a bikini.

The iconic Australian underwear brand used two non-binary models with ‘they/them’ pronouns to advertise its $18.99 ‘Retro Rib™ Seamless Tonal Hi Bikini’ as part of its Pride 2024 range.

The collection is aligned with a Pride campaign showcasing transgender models, drag queens, as well as people who identify as gay, bisexual and pansexual.

But one of the models, ‘Mikey’ – who is 1.99m tall and has a beard and a bulge under his bikini bottoms – has outraged some customers who are now calling for a boycott.

‘Just another company to never buy from again,’ wrote one Twitter user.

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One of the models, ‘Mikey’  (pictured) – who is 1.99m tall and has a beard and a bulge under his bikini bottoms – has outraged some customers who are calling for a boycott

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Stone Motherless Cold, pictured right, identifies as ‘she/they’ and is featured in Bond’s latest Pride campaign

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Iconic Australian underwear brand Bonds has used models with ‘they/them’ pronouns to advertise its $18.99 ‘Retro Rib™ Seamless Tonal Hi Bikini’ as part of its Pride 2024 range (pictured)

‘Go woke go broke come on people!’, another wrote.

The product listing was flooded with one-star reviews from irate customers.

‘I use to buy Bonds (but) I will no longer do so, seeing a man wearing women’s garments is seriously off-putting,’ wrote one reviewer.

The company also showcased photos of the Pride campaign on Instagram, which was flooded with hundreds of critical comments.

‘Never buying from bonds again!’, wrote one.

‘All my previous purchases are going straight in the bin. No one needs this rubbish.’

A third added it was insulting to women by putting the model in women’s garments.

However, others supported the move by the underwear company.

‘Thank you Bonds for showing your support and the diversity of those of us who wear Bonds,’ wrote one under the firm’s Instagram post.

A second added: ‘Thanks for celebrating diversity, Bonds.’

A third declared: ‘The people that are unfollowing and saying they will buy other brands, you’re the same people that are probably racists and homophobes.

‘This is the reason why Australia is divided. People like to live black and WHITE lives…..open your eyes and see the colour for once.’

Others, however, likened it to a Rip Curl or Bud Light situation.

Both brands recently provoked outrage after using male-bodied transgender people to model women’s clothing.

Last week, Rip Curl featured transgender woman Sasha Lowerson on its Rip Curl Women Instagram page as part of the company’s Meet The Local Heroes of Western Australia campaign.

The Aussie brand subsequently deleted the post and apologised.

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Western Australian longboarder Sasha Lowerson featured in a Rip Curl promotion for women’s surfing, which led to a backlash from consumers

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The move came just months after surfer Bethany Hamilton (pictured) was dropped by Rip Curl, reportedly over her stance against transgender women competing in women’s sport

‘Our recent post has landed us in the divisive space around transgender participation in competitive sport,’ Rip Curl said.

‘We want to promote surfing for everyone in a respectful way but recognise we upset a lot of people with our post and for that, we are sorry.’

The apology was not enough to pacify one angry customer who torched his Rip Curl board shorts in protest.

‘Go woke, go broke – f*** you, Rip Curl,’ father Steve Gleeson said to the camera before throwing his boardshorts into a fire where they were engulfed in smoke and flames.

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Last year Bonds employed controversial transgender activist Deni Todorovic to model its ‘Proud to Be Me’ collection for World Pride. Todorovic was dropped after allegedly sending a threatening email to Bonds staff

Bonds told critics writing on its Instagram page that ‘any comments we feel are inappropriate or offensive will not be tolerated and will be removed from this page’.

Daily Mail Australia approached Hanesbrands, who bought Bonds in 2016, for comment.

Last year the company employed controversial transgender activist Deni Todorovic to model its ‘Proud to Be Me’ collection for World Pride.

Todorovic, who used they/them pronouns before claiming he identifies by all pronouns, was later controversially appointed ambassador to swimwear brand Seafolly.

He was dropped after making a series of alarming social media posts and allegedly sending a threatening email to Bonds’ marketing team.

A since deleted screenshot obtained by Daily Mail Australia showed an email Todorovic sent to two senior staff members at underwear giant, Bonds.

The email read: ‘I have photo evidence that proves I have done drugs with your staff.

‘If you’d like them leaked I’ll happily share them…. I am my new manager. Consider our contract terminated.’

‘Send this to your CEO…. PAC brands (Pacific Brands) is about to get the shock of its life. Bye b***h.’

Bonds declined to comment on the allegations raised in the email.

It is not the first time the brand has sought to be inclusive in its choice of models.

In 2019, it announced Andreja Pejic would become the first transgender model to