Open Letter To gadzooks

I wrote a letter to gadzooks in response to the vapid idiocy on their website which appalled and disgusted me. If you haven't seen it, please feel free to click the link in the news section on the main page and read for yourtself. I first learned about them because of a t-shirt for girls that reads "Little boys are stupid. Throw rocks at them," accompanied by a ludicous "little boy" caricature being stoned. This t-shirt was the straw that broke the camels back as far as this ridiculous "girls versus boys" attitude. I hate that the sexes are at war with each other. I wish it would end, but it's stupid shit like this that fuels the fire. So I had to do something. Please believe me about one thing: I am not a misogynist. I just wanted to really, really piss them off. What follows is my letter to them with their writing in italics.

-----Original Message-----

From: Mikhael [mailto:Mikhael@comcast.net]
Sent: Monday, May 19, 2003 1:36 AM
To: gotquestions@gadzooks.com
Subject: anti-male prophaganda

I just thought I'd drop you "ladies" at gadzooks a line and let you know that I have never been so disturbed, nay- insulted as when I laid eyes on your sickeningly hateful site. From your twisted humor (babydoll shirts encouraging the stoning of children, specifically little boys) to your callow, depraved "break-up letter writer" which I suppose comes in handy for women when the next man (Read: walking wallet) comes along.

I was especially horrified when I read your newsletter stating why the guys were being "dumped."

"By this summer we'll become a whole new place, one that celebrates, glorifies, dresses and accessorizes girls only. "

Exactly how is this becoming "a whole new place?" And you put this as if girls were not glorified enough!

Gadzooks will be a place that celebrates the joy of being female and all the complex facets that make us unique.

Like our uniform contempt for men!

We love being beautiful, inside and out.

Well, okay, just out.

We enjoy being desired, and unpredictable, and boldly feminine.

Women seem to enjoy being desired far more than what comes along with being desired. This seems very much like it was written by the type of woman who would have the mindless audacity to yell "Stop looking at my chest" while wearing a low-cut blouse and a wonderbra.

We take competition in sports and academics seriously.

Unless, like, there's a big sale.

We are confident in our abilities, but we are still looking for our exact roles.

Wait, you're confident in your abilities? Then why do you need to be "celebrated, glorified and desired"?

A big part of the fun of being a girl is the freedom to try new things.

Every two seconds.

It's exciting to kind of feel for the edges. To push your own boundaries. To learn by doing.

What does this have to do with clothing?

Gadzooks is a place that knows being female is being many different, even contradictory things at once.

YOU CAN SAY THAT AGAIN!

We're both shy and sexy. Conservative and daring.

All except for the "conservative" part.

And that's the fun of it. Gadzooks will be a place that helps you be a woman when you need to be, and a girl when you want to be.

And anything else that enters you head at any given moment.

We look forward to being a place that applauds exactly what makes you, you!

Except that you have to change! Buy our clothes!

I must say that I have never been so mortified in my life. Never have I read such brainless contempt for the human condition, as well as such a blatant stab at inter-gender relations. It's because people buy into this garbage that men and women don't understand each other. Women read this and think that they are somehow simultaneously the most reveared, intelligent, beauteous, unheard and opressed creatures on the planet. What a message to send your consumers! As for men, well, we read this and see how much anger and hate the retail business has for us, or is at least willing to pretend it has in order to garner more female customers and clients. I, for one, will never, ever buy anything even remotley related to this company or it's products. Neither will any of my friends or family members, male or female. I have shown this website to everyone I know and it's vapid excuse for "girl power" or whatever silly teenage phrase is being bandied about at the moment is, has disgusted everyone. Male, and especially female! My female friends are absolutley insulted by this "gadzooks" garbage and it's kindergarden attitude. They are already passing word around to boycott your line of trash, and word spreads like wildfire, doesn't it? The icing on the cake of your insane site was the earlier-mentioned "break-up letter generator" which must be the most idiotic and immature thing I've ever seen in my life. I also noticed that a woman could use this to send a break-up letter to two different people simultaneously. Interesting! Just what the fuck are you advocating here?

Their response:

Thank you for visiting gadzooks.com. Thank you for taking the time to share your perspective on our new in-store campaign. We always welcome comments, both positive and negative, from consumers such as yourself regarding our advertising. Please know that your comments will be shared with our advertising agency and appropriate personnel.

I'm sure they read it.