The Gap is having branding problems. Two months after their logo misstep, they are now selling a "Made in USA" branded "FEED" bag. But, oh my, how awkward: The tag inside Gap's bag says it's actually made in China. Updated.
At least someone's feeding the Chinese kids? U-S-A! U-S-A!
For every "FEED USA" bag it sells, Gap donates an American-earmarked $5 to FEED, Lauren Bush's charity for fighting hunger. So it's still a good cause, if toe-stubbing in execution. Brand Channel notes, "The timing couldn't be worse, coming as Gap launches Project Reindeer, a social media-driven five-day holiday marketing push." Oh, Gap. Like an old pair of jeans, you have been broken. [Brand Channel via Consumerist, image via Brand Channel]
Update: The Gap apologizes:
We regret any misunderstanding caused about Gap's line of FEED USA bags.
However, the FEED USA Denim Bucket bags are made in China, and should not have been connected to the made in the USA signs.
We apologize for any inaccurate messaging.
We are proud of our FEED USA partnership. Gap donates $5 toward FEED USA's school lunch program for each bag sold.