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“Old Navy could have used its broad appeal to give the LGBT community exposure and support of an unprecedented kind,” Gammon wrote. 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.Īppealing 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. 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. “With your support,” Old Navy declared, “we can create a prosperous and happy future for our LGBT youth.” Our customers and employees are of many different ethnicities, faiths and lifestyles, and we support them all,” a spokeswoman for Gap Brands Inc. seeks to promote gay acceptance in the community. Donations are also being encouraged.Ĭoming 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. 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. 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. 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.