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JCPenney Apologizes, Pulls "Too Pretty To Do Homework" Shirt

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Want to destroy your preteen daughter's self-esteem for the low price of $9.99 plus shipping? Until early this afternoon, JCPenney (JCP) had you covered.

"I'm too pretty to do homework, so my brother has to do it for me." Really, JCPenney? We thought promoting the idea that girls should value their looks over academic achievement went out out style at least a couple decades ago.

If the message wasn't clear enough, this was the promotional copy from the department store's website, which listed the item as for girls aged 7-16: "Who has time for homework when there's a new Justin Bieber album out? She'll love this tee that's just as cute and sassy as she is."

Links to the shirt have been bouncing around social networks since late last night; a search for JCPenney on Twitter shows that outrage over the stereotypical message has dominated discussion of the retailer today. A petition on, started yesterday, also threatened a boycott if the company kept selling the shirt.

Apparently the outcry worked. JCPenney pulled the shirt today, issuing this apology:

"JCPenney is committed to being America's destination for great style and great value for the whole family. We agree that the “Too pretty” t-shirt does not deliver an appropriate message, and we have immediately discontinued its sale. Our merchandise is intended to appeal to a broad customer base, not to offend them. We would like to apologize to our customers and are taking action to ensure that we continue to uphold the integrity of our merchandise that they have come to expect."
POSITION:  No positions in stocks mentioned.