Categories: LIFESTYLE

Gang-logo Caps to Be Pulled from Store Shelves

Some questions just beg to be asked, and when I saw an article in the Metro section the Cleveland Plain Dealer on June 12th, one such question presented itself. It seems that New Era had been selling “gang-logo” ball caps, and my question is, why were they there in the first place?

The article never really covers the question, instead it spends most of the article talking about the customer complaints, the activists that had organized responses due to claims that the caps “fostered” gang violence, although I think at first glance a better word would be “glorify” gang violence. It goes on to to detail some of the gang logos represented for local gangs in the Cleveland area such as “Da VALLEY”, “10-5”, “Waste 5” and “HVD”.

Cleveland’s Ward 9 Councilman, Kevin Conwell who is the head of Cleveland’s Safety Committee said that phone lines were very busy with complaints from upset residents. Conwell went to say that “removing the hats is a big step.” Again, why were they there in the first place?

Doesn’t the New Era Cap Co., which is based in Buffalo make enough money selling the sports ball caps that are seemingly everywhere? What must have been going through the mind of the person who presented this “line extension” idea at idea table to make them think that this was a good idea? Worse yet, what executive says “Run with it” to such an idea that it sure to create such an outcry.

One theory is that the idea was a sort of “paid for itself” marketing strategy that in essence puts the New Era name squarely in the forefront of the consumer’s mind. Yes, that is what I am doing right now as well, but I least get the satisfaction of letting them know that I know, and frankly, New Era could probably care less, but the fact of the matter is, we as consumers should care more and begin to send the message that irresponsible decisions like this will have consequences, perhaps a boycott on their other cap lines.

The director of “Peace in the Hood” in Cleveland, Khalid Samad said in the article that the hats, just like the colors themselves increased tensions. He went to say that with the summer beginning, the timing is bad as conflicts that boiled throughout the school year will “spill” out onto the streets. You get the feeling from his comments that he would have liked to say so much more , but instead decided to concentrate on what could be done to stop the tensions from escalating instead of spending time focusing on what can’t be undone, which is the release of the caps in the first place. This is my opinion on what Samad might have been thinking, but no matter what, I commend him for taking the “high road” on this issue instead of taking New Era to task.

Ok, I have saved the best for last. I have offered my speculations on New Era’s motivations, so I feel it only fair that you hear from their spokesperson, Dana Marciniak, who said that New Era plans to be “a little more vigilant” in the future. Huh? Just what does that mean? Well according Marciniak, New Era thought the 100 or so caps produced were a reflection of Cleveland’s neighborhoods. She said that the company plans to do more research before creating designs and wants to work with city and neighborhood officials. A noble gesture, but why would these actions have to come “after the fact”.

I am all for restoring pride in Cleveland’s struggling neighborhoods, and New Era, here is a marketing idea for you, why not sponsor a contest for those within these neighborhoods to submit designs that actually represent what residents feel is good about their neighborhood, as opposed to a design that symbolizes what residents fear about their neighborhoods. Just a guess, but I would say that you’ll end up producing alot more than 100 caps, and in fact actually sell them.