As the United States grappled with uncertainty over Wednesday’s unresolved presidential election, Gap tweeted an image of a half red, half blue hoodie bearing the brand’s logo, alongside uncle. Like, “One thing we know, is that together we can move forward.” Clicking on the picture shows the sweater being zipped.
The post was later deleted, quickly went viral, and was met with widespread mockery and criticism. “Reading room,” some users wrote. “Is that true? Is the red and blue hoodie the cure that America needs?”; Posted one user. depends on the city we are in. ”
A Gap representative, which is working to increase relevance for its brand, said the sweater was really not for sale and that the image was created for social media.
“From the very beginning, we were a brand that narrowed the gap between individuals, cultures and generations,” the company said in a statement. “The purpose of our social media post, featuring a red and blue hoodie, is to show the power of solidarity. It is just too early for this message. We remain optimistic that our country will together drive positive change for all. “
This incident is likely a warning to other brands that may be considering commenting on the election.