Why Old Navy Is Selling a Purple 4th of July T-shirt

When we think of 4th of July, we typically think of red, white and blue. But, for Old Navy's recent campaign, the retailer is going all in on purple looks for Independence Day.

According to Fortune, the company has created a digital Purple 4th pop-up shop "with all the purple items Americans need to celebrate belonging." It's already a huge success. The retailer made 1,994 purple flag T-shirts to celebrate the year it was founded, and the tees are already almost sold out.

Credit: Business Wire for Old Navy

The Purple 4th collection is part of Old Navy's 25-year-anniversary celebration, which it is dubbing the "25 Days of Belonging" for social media.

Why purple? 👇
.#belonginglookslike

Shop purple here: https://t.co/2On9SRR2PS pic.twitter.com/4HqtZds8k1

— Old Navy (@OldNavy) June 25, 2019

“Businesses have an opportunity, and a responsibility, to be a force for good,” an Old Navy spokesperson said. “Our decision to celebrate Old Navy’s 25th birthday with purple is illustrative of what can happen when the flag’s emblematic colors of red, white and blue come together. It’s not about taking sides, it’s about leaning across the aisle—finding a place of understanding and respect that exists in the middle.”

Old Navy will also donate $25,000 to Open to All.

The shirt is a nice way to use color to really make a statement, and a reminder that there's more to an effective piece of decorated apparel than just the logo on the front. Color, materials and a number of other factors can all come together to make for a complete package.