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I have a 17 year old daughter.  She’s shopped at Urban Outfitters.  Some of the clothing looks alright, some not so much.  I’m also not sure I’m the best judge.

What I am qualified to say, however, is that at the end of the day, the decision she’ll make to drink or not to drink won’t be based on a slogan on her t-shirt.  And if it is, I’m to blame not Urban Outfitters.  It’s our job as parents to talk with our kids about alcohol.  It’s our job to teach them the value of making good decisions and leading a responsible life.  It’s our job to be good role models and drink responsibly, if we choose to drink at all.  And it’s our job to teach them right from wrong.  Regardless of the shirt she’s wearing, my daughter knows it’s illegal and potentially dangerous to drink before she’s twenty-one.

To be clear, Urban Outfitters isn’t helping.  I’m sure these companies spend millions on advertising.  For their money, they should demand more from their ad firms.  Abercrombie did the same thing years ago and was blasted for it then.  For a brand that tries to exude cool, rather than reinvent lame sayings about alcohol, certainly they can get a little more creative.

By the way, it’s also my money she’s shopping with.  I’m her parent.

Ralph Blackman
President and CEO
The Foundation for Advancing Alcohol Responsibility