Gap Faces Major Backlash For Advertising Blue and Red Hoodie Amid America’s Political Turmoil

by Suzanne Halliburton

Oh, Gap. Read the room. With political anxiety hitting a zenith the morning after election day, people weren’t in the mood to see a bi-partisan Gap hoodie calling for unity.

You could call it tone-deaf, especially when there’s no winner, yet, in the presidential race. Joe Biden, the Democratic candidate and former vice president, was leading President Donald Trump. But Trump announced himself as the winner late Tuesday as he called for some states to stop counting votes.

Still, late Wednesday morning, Gap tweeted a photo of a red and blue hoodie.

Here’s the tagline: “The one thing we know is that together, we can move forward.” Nice thought. However, not many people were in the political mood to kiss and make up.

The clothing company, which specializes in affordable comfort clothes like sweatshirts and jeans, then deleted the tweet after so much backlash. The company never planned to sell the hoodie, it said.

Oops, Gap Says “Too Soon” in a Statement to Media

In a statement issued to the media, Gap attempted to explain the thinking. A company official said it was “too soon.”

“From the start we have been a brand that bridges the gap between individuals, cultures and generations,” said Ana Serafin Smith, Gap’s director of specialty brands communications. “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.”

The news site Vulture deemed the hoodie “the worst brand tweet” of the election.

It wrote: “Congratulations to the Gap, which had every option of keeping its Twitter fingers to itself Wednesday morning. Instead, it used them to zip up a hoodie in the name of democracy, as if the November chill is what’s plaguing the country right now.

Twitter Slaps Back at Gap for Bi-partisan Hoodie

Here’s a sampling of the Twitter ire: