When 5-year-old Alice Jacob of Washington, D.C., couldn’t find anything in the girls section online that she liked from the Gap she decided to write the company a letter with the help of her mother. She was dissatisfied with their limited selection gender-neutral clothing.
In the letter she wrote, "I like cool shirts like Superman and Batman shirts and race car shirts, too. All your girl shirts are pink and princess and stuff like that. The boys' shirts are really cool. They have Superman, Batman, rock 'n' roll and sports. What about girls who like those things like me and my friend Olivia?” Alice’s mom, Beth Jacob told TODAY that her daughter isn’t a fan of anything that is “pink and sparkly.” For that reason, she often shops in the boys section for Alice but as she grows it has become harder for her to find things that fit.
"Since the time Alice was a toddler... she has had strong opinions about what she wants to wear," Jacob said. "She's a kid who has always loved animals, especially kind of unlovable animals like snakes and spiders and all kinds of bugs. She loves dinosaurs... The challenge I faced as a mom was that every time I went to buy clothes for her, the only ones she liked were in the boys' section."