Gap sparks backlash by promoting 'tone deaf' hoody as election hangs in the balance

Gap sparks backlash by promoting 'tone deaf' hoody as election hangs in the balance
Chris Hondros / Getty Images

Trump's presidency and re-election campaign have polarised Republicans and Democrats more than any other in recent history.

His lies, racism and misogyny have changed the face of North America and whipped up far-right support and extremism among his most ardent supporters. There have even been fears of violence bordering on 'civil war' in the aftermath of the election (although thankfully these seem to have been unfounded).

So – why did Gap think that all it would take to forgive and forget is a red-and-blue hoody?

In what has to be one of the most misjudged tweets of the last 24 hours (and boy, are there some contenders), the clothing retailer shared a sweatshirt in Republican and Democrat colours. Their caption – "together, we can move forward" – left no doubt as to its intention.

The tweet, which has now been deleted, sparked an instant backlash.


It was compared to Kendall Jenner's infamous Pepsi advert.

And widely panned.

Healing the divisions of the past four years would, of course, be a good thing.

But it has to start with justice for those disenfranchised by Trump's divisive policies and rhetoric – not a Gap hoody.

A spokesperson for the company told Indy100:

From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity. It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.

Please log in or register to upvote this article
The Conversation (0)