The Gap's Big Mistake

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In the world of sales, you have to work hard to stay relevant and protect your brand identity. It's simple; if your customers think that you aren't sharing the same values with them, they will quickly find another company to do business with. For clothing companies, the challenge is a bit more difficult. Not only do they have to have a clear brand identity and brand image, but they have to stay ahead of fashion trends as well.

 

One company that had always done a great job at this is The Gap. Unfortunately, their new fall line, created by designer Mark McNairy, has caused a great deal of backlash. At the heart of the controversy is a black T-shirt with bold white letters spelling out "Manifest Destiny."

 

Perhaps McNairy thought the phrase was catchy and that it would appeal to the hipster clientele of The Gap, but it's obvious that history isn't his strong suit. The problem is that "Manifest Destiny" was the catchphrase and philosophy that fueled America's drive to expand settlements from the Atlantic to the Pacific. It was the idea that Americans had not only the right, but the obligation, to conquer and tame the continent. It was the reason given for war with Mexico and the acquisition of parts of Oregon from British Columbia.

 

The idea of Manifest Destiny had a keen impact on the lives of Native Americansone that can still be felt today. It was the reason given for the taking of lands and for forcing Native American tribes to farm like the white settlers and become "civilized." Manifest Destiny claimed that it was not only the American right, but our God given duty, to rid the country of the savage population. As a result, the Indian Removal policy gained traction and eventually, Native Americans were rounded up and sent to reservations.

 

As you can imagine, many peoplenot just Native Americanswere upset about this casual promotion of a doctrine that caused so much damage. In their minds, selling a T-shirt in America with this slogan on it would be comparable to selling a shirt that said "Mein Kampf" in Germany.

 

The Indian Country Today Media Network wrote about the shirt and one of their contributors, William S. Yellowrobe had this to say to The Gap:

 

Let me get this straight? The Gap wants to sell T-shirts that read; “Manifest Destiny”? “The Only Good Indian is a Dead Indian” was taken? “Kill the Indian save the Man” is going to be used in their back to school designs for next year? I know this sounds blunt and harsh, but we have to remember. People, thousands of people, Native people, who were not even considered human beings, died during this arrogant and pompous proclamation. This is another episode of American history where an idea, or arrogant statement, lead to the demise of Native people. This isn’t racism, this is a part of the racism that lead to genocide. Maybe a friend of mine is right. GAP should come out with a “Final Solution” T-shirt, or a “Got Slaves,” T-shirt. Because this issue involves Native people specifically maybe the GAP hopes there will be no one to call them on it…Just one of those Indin Thinkin’ thoughts by me…

 

The controversy became so great that Change.org even had a petition asking The Gap to stop selling the shirt. Although it hasn't issued any sort of apology, The Gap posted on its Facebook page that it will no longer sell the shirt in stores or online.

 

As for the designer, Mark McNairy, in response to the controversy, he tweeted, "Survival of the Fittest." After much backlash, he deleted the tweet and then apologized for the comment saying that he was just upset about being viewed as a racist.

 

What do you think about the shirt? Do you think that The Gap really messed up with this one? Please share your thoughts in the comments.

 

Image: The Gap

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  • Melissa Kennedy
    Melissa Kennedy
    Thanks, J Rumm. You make a great point. If these t-shirts were being manufactured in the U.S. the mistake would probably have been caught before they were brought to market. Surely, someone on the assembly line would have mentioned how offensive the phrase is. Still, companies ought to be more sensitive about what sort of assumption they make about their customers. While I realized that the Gap doesn't hate Native Americans and that they were just trying to make a cool, hip t-shirt, it still isn't a very good excuse.
  • J Rumm
    J Rumm
    Companies make errors just as history has shown people make errors. Although, they should have realized the significance of this phrase, I do not believe this error can be pinned completely upon the Gap. They probably should have apologized for their oversight but I think they should definitely reconsider their partnership with this designer. The recent tragedy of the collapsed building that killed hundreds of garment factory workers will change many companies ' views on where they source garments. This ignorance in allowing a offending phrase to be part of their fall line should be a wake-up call to make certain that they do the needed research before signing the contract. Performing due diligence is a requirement for successful business practices.

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