Social Media Misinformation Targets Toronto Café’s Inclusivity Message

A café in Toronto has become the center of a misleading social media narrative claiming it would only serve “non-binary and semibisexual” patrons. The story, which falsely attributes the café to a location in “Manchester,” has been debunked, as it misuses images of real co-owners. The café, named Understory, is co-owned by Rowan Jetté Knox, a transgender activist, and Dani Gaede, and aims to welcome all customers, explicitly excluding “bigots.”

The misinformation spread quickly through social media platforms, including a post that claimed, “A trans man and a non-binary trans woman are opening a coffee shop in Manchester together and say they will only serve non-binary and semibisexual people coffee.” This post, shared on X (formerly Twitter) and humor site 9Gag, ignited conversations about discrimination. The original source of the claim was an account called The Lamented, noted for its satirical and often inflammatory content regarding LGBTQ+ issues.

In an investigation of the claim, it was found that the post originated on January 22, 2026, and garnered approximately 2,800 reactions before being deleted. A reverse image search confirmed that the images used in the misleading posts belonged to Jetté Knox and Gaede, and that the café is actually located in Toronto’s Church-Wellesley Village, not in the UK as suggested.

Responding to the false narrative, Jetté Knox took to Threads to clarify the café’s mission. “We’re opening in Toronto, Canada, not Manchester, U.K.,” he wrote, noting that Gaede does not identify as non-binary and emphasizing the café’s commitment to inclusivity. The Understory website reinforces this message, stating its desire to “honour queer history, celebrate queer joy, and embrace the beauty in diversity.”

As the café prepares to open its doors early this year, Jetté Knox assured potential customers, “We’ll be serving everyone except bigots.” This statement aims to highlight the café’s focus on creating a safe and welcoming environment for all individuals, regardless of gender identity or sexual orientation.

The rapid spread of misinformation like this incident raises significant concerns about the impact of social media on public perceptions of LGBTQ+ spaces. As Understory moves forward with its opening, it stands as a testament to the importance of accurate representation and the celebration of diversity within community spaces.