Los Angeles-based American Apparel has launched a campaign to spark comment on LGBT issues at the Sochi Olympic Games.
The campaign includes "P6" branded hoodies, scarves and beanies and is based on the Olympic Charter, a set of official rules and guidelines of the Olympic Games. Specifically, the campaign addresses Principal 6, which states:
Any form of discrimination with regard to a country or a person on grounds of race,
religion, politics, gender or otherwise is incompatible with belonging to the Olympic
The campaign is a movement to address Russia homosexual "propaganda" ban without being completely obvious or violating the Olympic's ban of political speech. American American launched it in December but is now "striking marketing gold in Sochi," according to a recent Mashable article.
In addition to American Apparel's line, designer Alexander Wang created a pricier version of the "P6" beanie.
"Wang’s beanie will be sold starting on February 1, at his Manhattan flagship and by various retailers, either online or in stores, including Nordstrom, Bergdorf Goodman, Moda Operandi, Jeffrey, and Fivestory. It will cost $125 and the proceeds will go to the Principle 6 campaign and to Russian groups.
Wang told Vogue that it’s meant for 'athletes, fans—anyone and everyone who believes in equality and nondiscrimination, both of which are entirely compatible with the spirit of the Olympic Games.'"
So far, the campaign has relied heavily on social media and celebrities like Olivia Wilde are tweeting support.