Happy Pride! Well, not for Abercrombie & Fitch. The exclusive outfitter of our brooding, cologne-soaked, youth was caught making a major statement-making faux pas on Sunday when in *celebration* of the LGBTQ community and their fight for equality, the fashion retailer tweeted, “The Pride community is everybody, not just LGBTQ people.” #allpridematters? Not a good look.
And the complete lack of sense (fashion or otherwise) doesn’t end there. The distasteful tweet, which has since been deleted, included a link to A&F’s Made For Love collection, a limited-edition line of Pride-ful tees, totes, and hoodies emblazoned with a distinct rainbow insignia, 100% of the proceeds from which benefit The Trevor Project, the country’s leading LGBTQ advocacy organization.
But it didn’t take long for Twitter users to dress down the clothing company for their tragically mismatched messaging.
Soon after, Abercrombie & Fitch issued an apology. Kind of…?
Okay, not at all.
This isn’t the first time consumers have ripped Abercrombie & Fitch. Back in 2002, many Asian Americans protested the clothing company after Abercrombie released a series of T-shirts with jokes like, “Wong Bros. Laundry Service: Two Wongs Can Make It White” alongside caricatures of Asian people with buck teeth and exaggerated eyes and wearing rice paddy hats.
Three years later, a group of Pennsylvania teenagers organized a “girlcott” of the store after the brand launched a line of T-shirts scrawled with sexist slogans like, “I had a nightmare I was brunette” and “Who needs brains when you have these?” (in reference to breasts).
For now, let’s hope A&F tries this on for size: LGBTQ allyship.