Fury from shoppers over United Colors of Benetton's knitted sculptures in X-rated 'sex positions'Parents with young children are debating the 'offensive' store over social media
20:46 GMT, 20 September 2012
A new United Colors of Benetton pop-up store in New York's SoHo neighborhood has lead to a social media outburst from offended parents
The temporary store, titled Art of Knit, is a fall pop-up shop featuring yarn art created by sculptor Erik Ravelo, however the pieces, amidst the racks of brightly colored sweaters, depict graphic sex positions and parents are less than thrilled.
Social media debates have erupted since the store opened last week, with one mother arguing on photographer Sam Horine's Instagram image of the store: 'This corrupt society we live in does not value nor respect the innocence of children.'
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Too kinky The temporary shop, titled Art of Knit, is a fall pop-up shop featuring yarn x-rated art created by sculptor Erik Ravelo
Benetton, a brand synonymous with brightly hued controversy, has taken over a
2,200-square-foot former garage on Crosby Street just south of Houston, stocking it with both pullovers and the sexually questionable art.
The installations, called 'hardcore yarn-ography' by one parent, are also seen as amusing by others.
'It certainly is a very confronting
image, but I believe our children see things just as confronting on
music videos,' one commenter wrote.
'Most kids won't even realise what
they are seeing when they see this display. And if they do, it's
probably time to teach them a little bit about the facts of life.'
Cause for concern: Social media debates have erupted since Benetton's temporary store opened in New York's SoHo last week
Lana Sutra: Benetton has taken over a 2,200-square-foot former garage on Crosby Street just south of Houston, stocking it with both pullovers and the sexually questionable art called Lana Sutra
'As patents, we have a responsibility to deal with the tough issues, not hide from them,' another argued.
The wooly installations will change every few weeks, according to a statement released by Benetton, with up and comers including more family friendly 'knit covered dolphins.'
This isn't the first time families
have gotten fired up over Benetton's marketing ploys however. The brand
has been selling its clothes under pretense of controversy for years.
2011, the international retail chain made worldwide headlines after
releasing a campaign called UNHATE, which included a series of photo-manipulated
ads depicting world leaders kissing, including Barack Obama and Hu Jintao, Paramount Leader of the People's Republic of China.
Pop-up: The converted garage space is a mix of retail, gallery and craft workshop
Wooly knits: the store also features sweaters, pants, dresses and cardigans in a palette of 12 key colors ranging from magenta to mustard to sea-foam green
The UNHATE campaign later won an award at the Cannes Film Festival, mainly thanks to people with a subtle sense of humour, like one commenter who wrote of the pop-up shop: 'I never managed to knit a sweater in that position, only result was a baby.'
Art of Knit is located at 135 Crosby St, SoHo, New York 10012, open from September 6th through to December 31st, 2012.
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