Old Navy Thinks Gay Pride Equals Big Bucks

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old navy shirtOld Navy is the latest -- and perhaps biggest -- retailer chain to jump on the gay pride bandwagon. Starting next Monday, the company will be selling four different rainbow-emblazoned "pride" T-shirts for men, women, and babies. Ten percent of the shirt's proceeds will go toward the It Gets Better Project.

The fact that Old Navy (owned by Gap, Inc., which owns Gap, Banana Republic, and Piperlime) is coming out with these is not exactly shocking -- even in spite of its magnitude. Retailers and fashion houses have been supporting the gay community for forever now. But there does seem to be a sudden burst of (really outspoken) gay pride support (and of course apparel) available from the fashion world these days. Are they striving for social justice, or are they just out to make a buck?

There's no doubt that the companies -- most people in them, at least -- actually support gay marriage, etc. I don't think the emotion behind their messages is false. It may be a stereotype, but it's true -- the majority of the fashion world is run by women and gay men.  However, the main purpose of fashion designers and retailers is to, well, sell clothes. Maybe it's partly to do with Glee, but gay pride is hotter than ever right now. Not to mention the fact that the gay community possesses a buying power of over $800 billion! And if you really want to get down and dirty here, mygayweb shows that:

  • Gay men and lesbians go out more, buy more, have more disposable income, and are extremely loyal consumers.
  • Gay and lesbian consumers purchase from companies/brands that advertise in gay media, deliver product messages in gay-specific advertising, support gay and lesbian community causes, and are good to their own gay and lesbian employees.

Interesting, right? That Gap, Inc. might be on to a thing or two. As well as J.Crew, who featured a same sex couple in its catalogue and who started Pink Toe-Gate, and American Apparel, who sells oodles of its "Legalize Gay" T-shirts. Other, more high-end designers, like Kenneth Cole and Marc Jacobs, have featured limited-edition gay swag.

It's nice that these companies are coming out to support such a worthy cause, but it's safe to assume that if these items aren't turning around as fast as the companies would like, they'll be booted from the shelves in exchange for something else. You know what they say about fashion: One day you are in, the next you are out.

What do you think of the Old Navy gay pride T-shirts?

 

Image via Old Navy

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nonmember avatar stacy

I think this is awesome. I am not gay. This fact does not stop me from supporting the right for human beings have the right to make ANY/ALL their own choices and not have judgemental jerks tell them what is right or wrong!!!

Payton Irwin

I wouldn't be surprised if it is for the money. However, it could also be backlash against Target's now well known stance against the gay rights movement.

Collette Ojeda

I think it's great! My Brother's gay so I plan to buy the grey and white shirt for myself and wear proudly! Proceeds go to the It Gets Better program so even if they're doing it for the money, at least they're contributing some of that money to a great cause.  I see nothing wrong with that. More power to you Old Navy!! You rock! 

SicTr... SicTransitGlori

Wonderful idea! I love the It Gets Better Project and I'm going to make a point of getting a shirt and wearing it proudly.

nonmember avatar Casey

I'm not sure it really matters if it's for the money or for the support of the gay community. The fact that they have these shirts available is great and if they make a buck from it, so what.

Starleet Starleet

I think that is awesome!

nonmember avatar sherry

I will never buy another thing from Old Navy or Gap owned stores again! And I know of a lot of people that will do the same once the news is out!!



I don't believe in it or support it!!!

rerra... rerratron

Sounds great, Sherry. Maybe I won't have to run into people like you when I'm out shopping.

alway... alwayscurious

Now, now, everyone has the right to support the cause they believe in, or to not support a cause they do not believe in. But no one has the right to demean anyone else.  Everyone be nice! But perhaps I am a little naive, because I very well may have bought a shirt like this and not have any idea what cause it stood for, because the one in the pic is pretty! LOL!  (But I prefer not to say weather I am for or against it. It doesn't matter, I think we should love everyone regardless of what they believe or what lifestyle they choose. After all, Jesus hung out with Tax Collectors, and I believe they were the pariahs of the day.)

Phillip Gauldin

LOVE THIS IDEA!!!!! We already have DELTA and COKE supporting us and NOW Old Navy!!! YES!!!!! I LIVE!!! After all it is 2011 I think we should love everyone regardless of what they believe or what lifestyle they choose!!!

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