Old Navy’s Gay Pride T-Shirts Proving Problematic, Already
Gay Pride t-shirts for men, women, and babies with messages like “Love Proudly” or “Pride 2011” have arrived at select Old Navy stores across the United States.
Now through the end of June – or until supplies sell out – consumers can buy a variety of tees for anywhere from $7.50 to $14.50.
Ten percent of the proceeds will be donated to the celebrity-endorsed “It Gets Better Project,” a movement started by Dan Savage dedicated to preventing suicide among LGBT youth through a number of user-created videos offering love and support. Donations are also being encouraged.
Get Our Latest News for FREE
Coming at the heels of President Obama’s announcement that June would be observed as the “Lesbian, Gay, Bisexual, and Transgender Pride Month,” the retail campaign created by Old Navy’s parent company Gap Inc. seeks to promote gay acceptance in the community.
“[We] embrace inclusion and diversity. Our customers and employees are of many different ethnicities, faiths and lifestyles, and we support them all,” a spokeswoman for Gap Brands Inc. told pennlive.com in an email statement.
“With your support,” Old Navy declared, “we can create a prosperous and happy future for our LGBT youth.”
While the gay pride apparel drew support from many (including celebrities like Kristen Bell) who desired an end to bullying in schools, which often led to teen suicides, much backlash resulted directly from customers because of its limited release.
Some even accused the major retailer for purportedly using the campaign as a marketing ploy, as the tees were available only in 27 stores with no online sale.
Appealing for sales in all 50 states, Hallie Gammon of Caldwell, Texas, started an online petition which had received over 2,000 signatures at press time.
“Old Navy could have used its broad appeal to give the LGBT community exposure and support of an unprecedented kind,” Gammon wrote. “Instead, Old Navy has chosen to treat Pride as a commodity, dabbling in it to see whether there is a ‘market’ for equality.
“Facebook users on the store’s event page are reporting disinterested form letter responses to their customer service emails, with Old Navy representative suggesting that, if the line is a success, its availability may be expanded in future years.”
Amanda O’Rourke-Cole posted on the Facebook page one such response she received from customer service.
“While we understand your frustration at the limited numbers of stores that will carry this line of shirts, please know that this is a step in the right direction. With enough positive feedback, it’s possible that we will continue this tradition next year and have the product available in even more locations. Feel free to spread the word and have your friends send their positive requests to expand the availability!”
But Gammon wants the multi-million dollar corporation to know that “while the LGBT community appreciates their effort to promote equality, [they would] not be content with any bone [they’re] thrown.”
“Our identity is not something to be commodified, market tested and discarded if found unprofitable. Far from spreading love and equality, Old Navy’s choice of stores is utterly predictable: big cities and blue states where the ‘gay market’ is comfortably established.”
She concluded, “By not making the line available in every store, Old Navy is reinforcing the stereotype that gay people do not exist in small-town America, or if they do, it is not yet time for them to ‘Love Proudly.’”
Culling criticism from all fronts, social conservatives have also expressed outrage, for reasons of their own.
David L. Rettig, head of the National Character Education Foundation, an organization that works to stop bullying, told pennlive.com that Old Navy was taking a biased marketing stand.
“If you’re going to promote your agenda, you need to also promote what would be traditional American values,” he expressed. “I would have to say if it’s about bullying or character building, it should be general to the entire population and not just to one group.”
Gary Cass of Defend Christians told One News, “Rather [than] just focusing on giving good products to their customers, [Old Navy wants] to use their products now to advocate for a very controversial topic, much less a very immoral and deadly topic.”
Regardless of the opposition, Old Navy will continue to sell their Gay Pride apparel until June 30 or until supplies last, which from the likes of the customer feedback, might have already sold out, only eight days into sales.
