Gap UK is in the shit again as another one of its clothing lines draws criticism, this time for being sexist in a selection of its Gap Kids ensembles. In the news most recently for its apparently racist clothing campaign, Gap is no stranger to the wrath of Twitter, and it sure copped it for this new gaff.
The clothing in question showcases two outfits – one for boys and one for girls – and makes a distinct comparison between the two genders in its clothing choices.
The boy wears a blue t-shirt with an image of Albert Einstein on it, the caption reading ‘The Little Scholar’, and the description suggesting, “Your future starts here. Shirts + graphic tees = genius idea.”
The young girl, on the other hand, wears a pink shirt, accompanied by a caption that says, ‘The Social Butterfly: Chambray shirts + logo sweaters are the talk of the playground.”
For anyone who thinks that sexist marketing to children isn’t a problem… Really @UKGap ? HT @PsychScientists pic.twitter.com/BnGCQhujwG
— Let Toys Be Toys (@LetToysBeToys) July 31, 2016
“Absolutely incredible,” U.K. Parliament member Chi Onwurah wrote on Twitter. “It’s 2016, we have a skills and productivity crisis and [Gap] is perpetuating gender stereotypes.”
Absolutely incredible. It’s 2016, we have a skills & productivity crisis & @UKGap is perpetuating gender stereotypes https://t.co/bResWyUSUb
— chi onwurah (@ChiOnwurah) July 31, 2016
Meanwhile, female-focused STEM networking group Science Grrl also pointed out the irony that Einstein appears to be misspelled on the boy’s T-shirt – although not any more on the brand’s website.
Oh dear. They’ve even mis-spelled ‘Einstein’. #sciencefail #facepalm #tryagain @UKGap https://t.co/utawjQ5J8X
— Science Grrl (@Science_Grrl) August 1, 2016
Naturally, the rest of Twitter also went for the jugular on this one:
Beyond parody @ukgap have retreated to 1950s sexism and can’t spell Einstein @LetToysBeToys @UKGap @PsychScientists
— Lovelyjane (@reallovelyjane) July 31, 2016
No wonder girls don’t choose #STEM careers after they’ve been subjected to this rubbish growing up. Seriously!!! https://t.co/kfJ0NcrGKB
— S-A Somerville (@S_A_Somerville) July 31, 2016
@S_A_Somerville The face of the girl in the advert is saying: “Are you kidding me? Why do I get cat ears & he has Einstein?” @LetToysBeToys
— Clara Nellist (@claranellist) July 31, 2016
ARE YOU KIDDING ME @Gap @UKGap?! Boy = scholar, girl = social butterfly… WTAF?!!! https://t.co/BsTA5fG7zO
— Laurie Winkless (@laurie_winkless) July 31, 2016
Not only is @UKGap peddling sexism to *kids* but the boy geniuses (?) can’t spell Einstein. H/T @LetToysBeToys pic.twitter.com/xDUs0wxSZA
— Clare O’Connor (@Clare_OC) July 31, 2016
What kind of message is this sending to our girls (and boys for that matter)? #AskHerMore #NotBuyingIt @UKGap pic.twitter.com/jXvSY5HbFF
— Miss Representation (@RepresentPledge) August 1, 2016
WTAF @Gap @UKGap?? Which moron is responsible for this choice piece of sexism & stereotyping? It’s 2016 FFS! pic.twitter.com/KaU3wYKdVB
— Caroline Hardman (@LittleHardman) August 1, 2016
Dear @UKGap my daughter & son both love to have genius ideas-please don’t limit them. Ps you spelt Einstein wrong https://t.co/VyKY6Ju0Xo
— ruth walker-cotton (@walkercotton) July 31, 2016
No word from Gap as of yet on the toddler tees.
