Backpack Maker, Peter Dering, CEO of Peak Design, a San Francisco-based company that is known for its high-end backpacks, has been threatened after he assisted law enforcement in identifying a product seen in surveillance footage of UnitedHealthcare CEO Brian Thompson’s alleged shooter.
On December 5, Dering told The New York Times that he called a police tip line after identifying one of Peak Design’s bags in images associated with the suspected shooter, Luigi Mangione. Although the bag, found in Central Park, was involved in the search process, the backlash against Dering and his company has been intense.
Backlash and Threats
Online attacks began shortly after Dering shared the story, targeting him and his employees with abuse and even death threats. Social media users called him a “snitch,” some calling for boycotts of Peak Design products and telling customers to remove serial tags from their bags.
Dering responded by publicly releasing a statement that reaffirmed the company’s intention to keep its customers’ personal information private. “There is misinformation spread that has resulted in serious threats against me and my employees. We take privacy seriously, and we would only have given customer data if there was a legal requirement,” stated Dering.
Privacy Concerns and Legal Perspective
The controversy has revived discussion on consumer privacy. Product serialization serves Peak Design to trace defective lots or issue a guarantee – a common practice within the company. According to Greg Ewing, a data privacy attorney for Washington, D.C., generally most companies share customer information under a court order or subpoena.
As for Ewing, “That would be like tracing auto identities involved in a crime.” Companies like Peak Design would collect minimal information while in most cases, registration would appear to be voluntary.
While some argue Dering’s actions were lawful and responsible, the incident brings to mind broader concerns about how consumer data might be used in criminal investigations.
A Call for Balance
As threats go on, Dering calls for trust, asking their critics to think of what’s true. The incident highlights issues companies face in balancing both the legal and public sense in sensitive cases.
For its part, Peak Design has been vocal about transparency and concern for the safety of employees even when it faces criticism for this particular incident.
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