At the GLI teacher training workshop here in NYC this spring, one of the participants introduced me to an organization called Hardy Girls Healthy Women. This organization is a non-profit that works for the equality, independence, and well-being of girls and women. When I visited the website, one of the first things that caught my eye was a post about American Apparel. HGHW called for a “girlcott” (don't you love it?) of American Apparel. And, judging from this Salon.com article, the people at HGHW are not the only ones to be upset about American Apparel's marketing. The girlcott was organized specifically to protest the “Best Bottom” competition the company ran on its website, in which girls posted photos of their butts so that people could vote to decide who had the best booty.

I have always felt uncomfortable about American Apparel's ad campaign. My feelings had not previously stopped my from purchasing their clothes. After all, there are some positive aspects to the company. The clothing is made in the USA, not in sweatshops. The company supports gay rights and even has a whole line of clothing sporting the slogan “Legalize Gay.” When I heard about the “Best Bottom” contest, though, it made me wonder: How could a company claim to uphold rights of some groups while exploiting another?

It's bad enough that American Apparel chooses to market its clothing with photos of young girls, scantily dressed and suggestively posed. Images like those teach insidious lessons about sex and sexuality. They teach, for instance, that sexuality is not for one's self and one's own pleasure. These ads, plastered in magazines, posters, and billboards, teach girls that their sexuality is for the viewing (and judging) pleasure of others. Before my daughter - and other young girls - has even had a chance to discover and explore her sexuality, explicit advertising images will dictate what she thinks sexiness is, and how a sexy girl looks and acts. No matter how much I'm tempted to solve the problem by building a protective maternal bubble around my wee daughter, there's no way to avoid these images. Regardless of your age, religion, beliefs, or sensitivity, you will encounter overtly sexy advertising images on the subway, browsing magazines at the doctor's office, or walking down the street to the grocery store.

But, now a contest asking girls to post pictures of their own butts to be stared at and rated by strangers? So they could... what, feel proud that their butts did well? Feel sad that their butts are worthless? It's taking the messages from the ad campaign to the next level. It's plain old infuriating.

American Apparel is not going to change its ways – and, in fact, its success will only inspire others to follow in its footsteps – unless we as consumers stop giving them our business. According to PR Newswire, teens spend over $200 billion as consumers each year. There is major power in deciding to spend (or not) on a particular store or brand. How we spend our money sends a message. Until now, I've been telling brands like American Apparel that their explicit, over-sexed ads are just fine with me. But, they're not anymore. I've decided that joining the girlcott is the best way for me to send that message.

Shannon Rigney Keane lives in Brooklyn where she blogs about injustice and other lighthearted topics at I'm thinking...