GAP joins anarchists
Will they break their own
On Monday, June 18, 2001 Gap unveiled a new promotional display at stores
Faded black jeans hanging in front of an anarchist-red banner, the
words "INDEPENDENCE," "FREEDOM," and "WE THE PEOPLE" scrawled across
display windows in fake black spray paint.
Despite the fact that Gap makes their clothes in sweatshops, and have
been subject to many demonstrations across the nation, they believe
that the growing movement against corporate power is now large enough
to begin marketing on. Now the protest itself can be essentially sold
to consumers as an image.
However ridiculous this new marketing scheme seems at first, due to
the tremendous power of corporate advertising over consumers, Gap just
might pull it off, trivializing the movement against free trade, and
selling jeans at the same time.
The effect that this new marketing could have on the movement is
tremendous. If Gap succeeds, it will mean that every protest that is
staged will be building on their new image, in effect turning
protestors and activists into living, walking ads for Gap. Further, if
Gap succeeds it may become a trendsetter, and other corporations might
Currently, the majority of consumers are unaware of how Gap stands on
"independence" and "freedom."
Gap inc. is the corporation under which Gap, Old Navy, and Banana
Republic exist. All three companies have been notorious for paying
sweatshop workers as little as 11 cents per hour in the third world,
denying them basic health care and the right to form unions, as well
as harassing, beating and forcing contraceptives on them. Sweatshop
workers generally work 12-14 hour days (although sometimes 24) and can
be as young as 12 years old.
Although many of Gap's clothes say "Made in USA" they are actually
produced in Saipan, a US territory where normal US labor laws do not
The Fisher Family that owns Gap also owns Mendicino Redwood Company,
an active logging company that is deforesting the valuable redwood
forests in Mendicino County, California. The Fisher family also has a
notorious reputation for lobbying for privatizion of education and
other public works in their home state of California.
It appears that to Gap inc., "Freedom" and "Independence" only applies
to the market, not the people.
For more info visit: GAP Sucks, Global Exchange, Sweatwatch.
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