Action Alert: Tell Abercrombie to Pull Alcohol Slogans from its T-shirts!

 

 

NOTE: Please see our May 18 alert for updated information.
 


Abercrombie and Fitch, the clothing line so popular among young people, is once again dispersing with taste and appropriateness to send dangerous messages about drinking.

The women's t-shirt line currently includes such subtle slogans as:

 

"Sotally Tober."
"If you can read this, you need another cocktail"
"Bad girls chug. Good girls drink quickly."
"Candy is dandy. But liquor is quicker."
"I see drunk people."
"Rum Forest Rum."

 

(Visit http://www.abercrombie.com; select "women" then "short sleeve tees" then "humor")

Young men have a choice of "Together we can get the planet trashed," "I give to the pour," "I brews easily," "Beer Fest Staff," and "Filler Up."

According to the A&F web site: "our casual , classic, all-American lifestyle brand of clothing is synonymous with quality.  Although we specifically target college students between the ages of 18-22, our appeal is universal."

A&F's thoughtless and tasteless promotion of binge and underage drinking sends a dangerous message.  The company's cavalier attitude toward drinking is particularly disturbing given the fact that alcohol is the leading drug threat for young people in America.  Each year, an estimated 1,700 college students die from alcohol-related causes, 70,000 are victims of alcohol-related sexual assualt, and 400,000 have unprotected sex under the influence of alcohol.

This is not the first time that A&F products have created controversy.  Unfortunately, well-intentioned efforts to shame the company into pulling offensive materials or products has only lead to greater publicity for A&F's wares and further boosted their "edgy" image among teens.

CSPI is developing an action plan to respond to this latest round of underage drinking promotional clothing.  Meanwhile, you may want to call the A&F's customer service line: 888-856-4480, and voice your concerns about this latest egregious marketing practice.

 

Updated May 9, 2005

 

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Center for Science in the Public Interest

Alcohol Policies Project

1220 L St. NW, Suite 300

Washington, DC  20005

Phone: 202-332-9110 * Fax: 202-265-4954 * Web: www.cspinet.org/booze