After a two year legal battle with middle-of-the-road, yawn-inducing and supernaturally uncool apparel giant The Gap, the indigenous non-profit Clothing the Gap has been forced to rebrand.
Clothing the Gap’s founders, Gunditjmara woman Laura Thompson and non-Indigenous woman Sarah Sheridan, were contacted by The Gap in 2019 and given six months to change their name, lest The Gap’s lawyers come down on them. ‘We were shocked,’ said Thompson in an interview with Broadsheet. ‘[We] thought, “Wow, The Gap… they’ve sent us a letter?” At this point we hadn’t even registered Clothing the Gap as its own entity—we’d probably made three items and done small runs of around just 1000 garments. We were surprised that we were even on their radar… We didn’t have any money to fight back with—we just didn’t have the resources to challenge them.’
This is just another kick in the teeth for Clothing the Gap, who have also been legally forbidden from using the Aboriginal flag because it belongs to a pair of greedy, soulless, morally bankrupt, and very unattractive white people.
Clothing the Gap, whose mission is to ‘influence social change that promotes equity so that Aboriginal people feel seen and heard,’ was able to keep the word ‘Gap’ and have now rebranded as ‘Clothing the Gaps‘. All stock with singular ‘Gap’ is on sale at 50% off for the next four days. After that, the merch will be illegal to sell. How completely absurd. We’re boycotting The Gap.
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