Gap deletes US election 'unity' sweatshirt tweet following backlash

'It was just too soon for this message,' the brand conceded in a statement

Gap referenced the US election in a tweet that has since been deleted. Twitter / Gap 

Fashion brand Gap has sparked backlash after it referenced the uncertainty in the US election.

The popular high-street retailer posted a tweet illustrated with one of its red-and-blue sweatshirts bearing the brand’s recognisable logo. The tweet has since been deleted.

“The one thing we know is that together, we can move forward,” the tweet read. It was illustrated with a graphic of the sweatshirt being zipped up.

The tweet, and "unity" hoodie, quickly went viral and was met with widespread criticism, with many agreeing it was "too soon".

Model Chrissy Teigen posted on Twitter: “Yay, we can just walk sideways depending on the city we’re in.”

One Twitter user concisely wrote, "bad tweet, worse hoodie," while another added: "The Gap’s hopelessly naive hoodie gif is the Kendall Jenner Pepsi moment of the 2020 election."

Others have simply criticised the aesthetic of the hoodie, saying: "Well it's a very ugly hoodie."

However, a spokesperson for Gap has said that the garment is not for sale; it was simply a "positive" graphic created for the election.

“From the start we have been a brand that bridges the gap between individuals, cultures and generations,” the company said. “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.”

However, not everyone agrees that the tweet was mistimed. Some social media users have taken aim at critics, branding them too "soft".

"Now #Gap can't even advertise a blue and red hoodie without upsetting people because of #politics ... this is insane," tweeted one observer.

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