Zara Is the Latest Perpetrator of T-Shirt Outrage Thanks to a Gluten-Themed Crop Top

The retailer pulled a shirt that reads: 'Are You Gluten Free?' after it drew mixed reactions.

learn more about Laura Entis

By Laura Entis

Zara

Opinions expressed by Entrepreneur contributors are their own.

"Are You Gluten Free?"

Statistically, you probably don't have to be. While celiac disease, in which the body's immune system painfully attacks the small intestine when gluten is ingested, has been on the rise in the U.S., it's still relatively rare. It's estimated that less than half a percent of Americans suffer from the genetic disorder.

But that wasn't the question, was it? Despite being a key ingredient in a large percentage of delicious things, gluten's reputation has been on the decline of late, blamed for everything from weight gain, bloating to mood issues such as depression.

Today, around 1.5 million Americans follow a gluten-free diet despite not having celiac disease. Millions more report trying to reduce their gluten intake. All of which to say is that going gluten-free is a veritable diet trend that, while not supported by many researchers -- unless you actually have celiac disease! -- is nonetheless endorsed by a host of nutritionists, bloggers and celebrities.

Related: This Forever 21 T-Shirt Sparked a Backlash. We Want to Know What You Think.

Perhaps an indication that gluten-free has reached peak cultural saturation, late last year Zara tried to capitalize on the trend. Via black capital letters on a white-crop top, the retailer inquired: "Are You Gluten Free?"

The T-shirt, as many a T-shirt has done before, drew polarizing reactions. While some shoppers, a few of whom said they had celiac disease, embraced the shirt, others felt Zara was making light of a serious disorder.

One consumer was upset enough to start a change.org petition, which received 53,000 signatures. "The truth is that I just wanted Zara to reflect on the message, I was trying to explain that perhaps it wasn't the best way to make people aware of the illness," she told The Local. She got her wish. Zara's parent company said the crop top would no longer be sold online or in stores. (This follows Forever 21 pulling a T-shirt just last week.) "We sincerely regret that this case might be interpreted as a trivialization of celiac disease, the absolute opposite of our intentions," the company said in a statement. Judging from the petition, many people will be happy with this decision.

Related: Doing Good One T-Shirt at a Time

But not everyone.

Tell us: Do you think the crop top is mostly harmless, a la the weird proliferation of "Kale" T-shirts, or offensive, in that it belittles a serious disorder? Let us know on Twitter and Facebook.

The shirt was pulled after receiving mixed reactions. What's your thought on this?

Posted by Entrepreneur on Wednesday, March 23, 2016

Laura Entis
Laura Entis is a reporter for Fortune.com's Venture section.

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Travel

6 Secret Tools for Flying First Class (Without Paying Full Price)

It's time to reimagine upgrading. Here's how to fly first class on every flight, business or personal.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business News

TikTok Influencer Reveals She Makes $350,000 a Month on OnlyFans. 'Absolutely Unreal.'

When Tara Lynn promoted her OnlyFans page on TikTok, she saw her income more than double.

Science & Technology

Creators Shouldn't Overlook These Powerful Uses for AI Like ChatGPT

Tools like ChatGPT can be like an extra pair of hands (or three) for creators — but they come with important caveats.

Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.