Gap has been accused of being “tone deaf” by some Twitter user after sharing an ad with the message of unifying Democrats and Republicans as the country awaits results of the 2020 presidential election.
On Wednesday, the retail company shared a 2-second clip that showed a half-blue, half-red sweatshirt being zipped up.
“The one thing we know, is that together, we can move forward,” Gap wrote alongside the advertisement, adding blue and red heart emojis.
The tweet quickly sparked backlash with social media users slamming the brand as “insensitive.”
“I would rather wear a half a blue sweatshirt. This is insensitive and tone deaf,” one Twitter user wrote.
“Why did gap feel it was best suited to calm a nation on edge in the first place,” another tweet read.
I woud rather wear half a blue sweatshirt. This is insensitive and tone deaf.
— Jessie ☕ (@JessieTeaSippin) November 4, 2020
funniest genre of brand scandals are the tweets no one asked for that gets them in trouble. why did gap feel it was best suited to calm a nation on edge in the first place https://t.co/paUUptZR6N
— Steadman™ (@AsteadWesley) November 4, 2020
— joshua rush (@JoshuaRush) November 4, 2020
“Thanks @gap i’m gonna wear this on the battlefield in the civil war to symbolize how we should all be getting along better,” said another.
“This tweet needs to fall back into the gap,” another commented.
A different social media user simply shared a GIF of Andy Samberg saying: “Read the room.”
This tweet needs to fall back into the gap.
— Peter Nygaard (@RetepAdam) November 4, 2020
— Mitch Gerads (@MitchGerads) November 4, 2020
Chrissy Teigen even joined the conversation, writing: “Yay we can just walk sideways depending on the city we’re in.”
“Whoever hosts snl this week should come out wearing that gap sweatshirt and act like that’s totally normal human behavior,” another social media user expressed.
You gathered @Gap together mighty quick. The tweet is gone and thank the heavens. That sweatshirt was ugly af.
— Brit Jones (@the_britjones) November 4, 2020
whoever hosts snl this week should come out wearing that gap sweatshirt and act like that’s totally normal human behavior
— Melody Joy Kramer (@mkramer) November 4, 2020
While the roasts continue, Gap has since deleted the tweet.
A spokesperson for the Gap did not immediately respond to Footwear News’ request for comment.
A representative for the brand did, however, issue a statement to The New York Times, admitting that it was “just too soon for this message.”
“From the start we have been a brand that bridges the gap between individuals, cultures and generations,” the statement read. “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.”