Social media justice is swift and unforgiving. Gaming apparel company Cranium apparel learnt this the hard way.

One can imagine that when Cranium apparel came up with the idea for their new line of apparel aimed at women gamers, they thought they’d struck gold. I mean, look at how they announced it..

https://twitter.com/CraniumApparel/status/1101830061055860741

To the surprise of absolutely no one, the announcement wasn’t met very positively. Welcome to the world of Twitter, where 280 characters is all it takes to go from hero to zero. Cranium apparel proudly claimed to have made the first Esports dress for women and insinuated that the dress gives female gamers an identity. Right now they probably wish they hadn’t. With apparel options in the world of Esports admittedly limited, there is no denying that there is a niche here that needs to be filled. This however, is not the way to do it. While Cranium meant well, the general consensus was overwhelmingly negative. Scroll down for the best of the bunch.

we're playing games, not going to cheer practice.

— brea (@Perfexiaa) March 3, 2019

Savage.

Ouch.

To be fair to Cranium Apparel though, they took the criticism on the chin and are being constructive about it.

https://twitter.com/CraniumApparel/status/1102431046786637825

We Had conducted a preliminary research by a bunch of female gamers and and we got a pretty positive response!

At least we are trying to do something different! and creating such tweets wouldn't stop us from improving! We don't give in to haters!

— Cranium Apparel (@CraniumApparel) March 4, 2019

Fair play to them in that regards. It’s not the fact that they came up with an Esports dress for female gamers, it’s how they announced it that infuriated the community. That being said, its nice to see a company react constructively instead of sticking to their guns, deleting tweets and resorting to personal attacks. It looks like Cranium Apparel will live to see another day.