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.”
The sign on Old Navy’s flagship Times Square store will also go purple.
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.