As the majority of the U.S. waits on edge of their seats for the election results, many brands have taken it upon themselves to soothe anxiety by being either informative, distractive, or silent. And then there's Gap.

The retailer tried to capitalize on national anxiety by sharing an unnecessary and since-deleted tweet. Yesterday, Gap uploaded a GIF of a hoodie half blue and half red (the Democratic and Republican colors) being zipped up. The caption read: "The one thing we know, is that together, we can move forward 💙❤️."

With people already in need of something to take their frustration out on the morning after the election, the backlash was swift. Twitter collectively came together to call out the hypocrisy and tone-deafness of the post. Specifically, many were left wondering why it was trying to sell a zip-up hoodie in the name of democracy, particularly if the garment (reportedly) doesn't actually exist.

It's also worth noting that the Gap has a 10-year deal with presidential hopeful Kanye West, who has fragmented an already divided election with his desperate bid for the presidency.

And with the stakes so high and two parties that are so fundamentally at odds, it's unsurprising that Gap's message of "let's all just get along" didn't resonate.

This time let's not blame the nameless "social media intern," and instead give all the credit for this PR catastrophe to Gap itself. In fact, in an attempt to save face the brand told New York Times reporter Sapna Maheshwari that the hoodie was not real or for sale and continued to hammer down the message that it was a symbol of unity.

"From the start we have been a brand that bridges the gap between individuals, cultures and generations," the company said in a statement. "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."

 

What To Read Next

  • Image on Highsnobiety

    Amidst the 'Renaissance' Ticket Chaos, Beyoncé Lets Loose at a Pre-Grammys Party

    Culture
  • Image on Highsnobiety

    The Château Royal Wants You to Know You're Sexy

    Culture
  • Image on Highsnobiety

    These AJ1s Might Cost You a Month of Rent

    Sneakers
  • Image on Highsnobiety

    All the Details: Tiffany & Nike's $400 Air Force 1

    Sneakers
  • Image on Highsnobiety

    And Just Like That... Gucci Birkenstocks

    Sneakers
  • Image on Highsnobiety

    Even Stüssy's 8-Ball Nylon Jacket Didn't Stand a Chance

    Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.