Patriotism will come in purple at Old Navy this July Fourth as the retailer marks its 25th anniversary with an anodyne nod to America’s ever-deepening political divisions.
The brand unveiled a line of purple T-shirts bearing American flags on Tuesday in what’s meant to be a symbol of unity between supporters of the country’s two major parties—i.e., red and blue mixing to make purple. With its logo shaded purple through the holiday, the company will sell a limited batch of 1,994 shirts—a nod to its 1994 birthday—in addition to opening a digital pop-up full of other purple items.
“One thing is certain, we will never stop believing that Old Navy can be a place where customers and communities feel a sense of belonging—and do our best to make that so,” said Old Navy president and CEO Sonia Syngal in a statement. “Our doors are open for everyone, and also open for ideas, open for love, open for differences, open for dialogue, and open for change.”
Old Navy is also donating $25,000 to an anti-discrimination campaign called Open To All, which asks businesses to sign a pledge not to bar customers on the basis of race, religion, gender identity or sexual orientation.
Founded by retail icon Mickey Drexler, the San Francisco-based clothing chain made its Fourth of July line a key part of its marketing identity from its early days with the brand’s best-selling flag tees serving as the centerpiece. That tradition continues even after Old Navy broke off from former parent company Gap Inc. to form a standalone company earlier this year.