Thursday, October 25, 2012

Are Urban Outfitters’ “I Vote for Vodka” Shirts Inappropriate?

Earlier this year, the Navajo Nation sued trendy clothing line Urban Outfitters for improperly using and perpetuating stereotypes with the Navajo trademark. Soon after, UO caught similar heat with its line of “Kiss Me, I’m Irish”-inspired tee-shirts. Now, parents and teen awareness organizations are furious with Urban Outfitters for promoting drinking with its new line of tee-shirts that feature slogans such as: ”I Vote for Vodka” “Misery Loves Alcohol” and “I Drink You’re Cute.

These shirts are targeted to young women ages 18-24 — many of those women aren’t even old enough to drink yet! Merchandise and marketing alcohol has been proven an all-too successful tactic for younger crowds, and many school districts in the country have already banned students from wearing alcohol and drug-related clothes to school.

According to WOWT News, Cassie Greisen, Associate Director with Project Extra Mile, says, “‘It’s no accident it’s vodka on a young female’s shirt. 92% of all alcohol consumed by young people is done so in a binge drinking fashion. The last thing they need is merchandise promoting that kind of behavior.’”

According to the New York Daily News, Jan Withers, president of Mothers Against Drunk Driving (MADD) and whose daughter was killed by a drunk driver, says, ”‘As a mother, these shirts are not acceptable for children under the age of 21. If they’re targeting that audience, then they’re sending the message that it’s cool to drink.”

But bad news for people like Cassie and Jan: The NYND also reports that Jan Evans, spokesperson dontserveteens.gov, says “‘Urban Outfitters is under no legal pressure to remove alcohol-related merchandise, because the the shirts fall under branded merchandise.”

On one hand, really, these are just silly tee-shirts. On the other, it’s marketing that can’t be denied as inappropriate and unnecessary… and it seems like Urban Outfitters enjoy making some consumers really feel angry and insulted.

So… what do you think of Urban Outfitters’ new alcohol-inspiring clothing line? Would you have a problem with your underage daughter wearing these shirts?

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