Gap’s call for unity with a two-tone hoodie was lambasted on social media for not ‘reading the room’.
The fashion retailer shared an image of the jumper on their Twitter saying ‘the one thing we know is that, together, we can move forward’.
The red and blue hoodie with the logo emblazoned on it was supposed to represent the Democrats and Republicans coming together.
But with the US election results still looming, many felt the message missed the point.
Ironically, the retailer was successful in bringing both Democrats and Republicans together in their shared contempt for the hoodie.
Both Biden and Trump supporters dunked on the brand, telling them the move was tone-deaf.
Even Chrissy Teigen got involved, commenting: ‘Yay, we can just walk sideways depending on the state we’re in’.
Gap has since deleted the tweet.
One person tweeted at the brand: ‘Glad to see we’re all united in our hatred of this tweet.’
Gap also received the meme treatment with people using gifs to mock the company.
One person changed Kris Jenner’s famous ‘Kim, you’re doing amazing, sweetie,’ to ‘Gap, you’re doing terrible, sweetie.’
Another added: ‘Absolutely no one was looking to you at this moment, you definitely did not need to make this gift and post it’.
One person said this was akin to Kendal Jenner’s infamous Pepsi moment in which she miraculously diffused centuries of racial tensions with a can of fizzy drink.
Others were more concerned with the A in the hoodie being asymmetrical.
‘Bro y’all couldn’t even get the A aligned properly. Bozos,’ commented one person.
A spokesperson for Gap told Metro.co.uk: ‘From the start, we have been a brand that bridges the gap between individuals, cultures, and generations.
‘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.’
Maybe next time.