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Brands Take Sides Over Trump

Donald Trump

Macy's, New Balance, and other brands have taken a stand either for or against the President-elect. 

Following Donald Trump's polarizing comments during campaign season and then his election into the White House, big brands have released statements saying they either support the President-elect, or they are distancing themselves from him.

Most recently, the sneaker brand New Balance announced their support for Trump because of his position against the Trans-Pacific Partnership. "The Obama administration turned a deaf ear to us and frankly, with President-elect Trump, we feel things are going to move in the right direction," Matthew LeBretton, New Balance's vice president of public affairs, told The Wall Street Journal.

The shoe brand's public declaration of support for Trump upset many New Balance fans, some of whom even posted videos on Twitter of them tossing their New Balance sneakers in the trash, or even setting them on fire.

Conversely, other brands have chosen to sever ties between themselves and the President-elect. Macy's announced last week that they would be standing by the decision they made in 2015 to stop selling Trump products.

"In light of statements made by Donald Trump, which are inconsistent with Macy's values, we have decided to discontinue our business relationship with Mr. Trump and will phase-out the Trump menswear collection, which has been sold at Macy's since 2004," said the retailer in a statement last year. They noted that they disapproved of Trump's "disparaging characterizations" of Latinos.

In an interview with financial website The Street on Thursday, Macy's chairman Terry Lundgren said that the decision was the correct one to make. "We wouldn't carry product from a political candidate--and now a politician--whether they be Republican or Democrat. If Hillary Clinton had a line of women's suits or handbags, I wouldn't carry those either," Lundgren said. "I just think we don't want to be a politically associated company. We sell to everybody at Macy's, and have a broad and diverse customer base," he told The Street.

Other brands have followed in the same way. Ice cream brand Ben & Jerry's penned a letter to the President-elect saying, "We stand ready to defend the progress our country has made on climate change. We will continue to be strong advocates for racial and social justice, LGBTQ rights, gender equality, respect for religious differences, and opportunity for all....And we commit to stand with you if your work is toward building a more just, equitable, and sustainable world."

Other brands that have distanced themselves from Trump include perfume retailer Perfumania and bedding producer Serta.

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