Apparel labels strike (out) again

In a much discussed story, apparel giant Old Navy proves the old dictum “the devil is in the details”, with their latest line of college sport t-shirts that spells Let’s Go as “LETS GO”, conveniently omitting the apostrophe that grammatically indicates the contraction.

Objects with mistakes often become iconic, but in this case, when said object was created in partnership with academia, the mistake is less iconic than embarrassing, and should serve as a reminder to designers, product managers and marketers everywhere to check their product repeatedly.

A lot of people missed the mistake and there are, believe it or not, financial consequences.

Now, I know to err is human and to forgive divine. But may I propose a XXI century marketing version: to err is human, to check is professional, and to correct is expected.


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