The Gap is apologizing after an email promotion was brought to the attention of a Toronto veteran who wasn't pleased with what he saw.
The promotion that landed in the inbox of Cpl. Chuck Krangle's sister made reference to a "Remembrance Day deal" in which a vest was being offered for $19.99.
That wording upset her and she forwarded it to Krangle on Monday morning.
"She was very concerned with the subject line and the intent behind it, which was kind of, let's profit on Remembrance Day, let's have a big sale because it's Remembrance Day, so that was quite upsetting," he said in an interview.
Krangle, who has served in Afghanistan, said that Remembrance Day is "a day where we remember," and "the point is not to exploit and profit from this day."
The Gap declined a request to do an on-camera interview with CBC News.
But spokesperson Kari Shellhorn sent a statement saying "we did not intend to offend anyone and we apologize if that has been the case."
About the ad specifically, Shellhorn said: "We fell short in our recent Gap Factory marketing email and we are committed to doing better in the future."