Thousands of dollars have been raised to support child migrants through the sale of t-shirts hitting back at Melania Trump’s controversial jacket.
The US first lady wore the coat, bearing the words “I really don’t care, do u?” as she travelled to southern Texas on Thursday to visit children being held at a detention centre in the city of McAllen.
Some thought the outfit choice was a riposte to critics of her husband, Donald Trump, whose “zero tolerance” immigration policy has separated at least 2,300 children from their parents at the US-Mexico border since May.
Through her spokeswoman, Ms Trump denied the jacket was worn to send any form of message, while the president claimed it was intended as a swipe at the “Fake News Media”.
One organisation however has chosen to use the controversy as an opportunity to raise money for children directly affected by the situation at the border.
PSA Supply Co, a clothing run by the viral video website Upworthy, was quick to release t-shirts based on the coat’s design, emblazoned instead with the words: “I really do care, don’t u?”
Hundreds of the shirts were sold within the first 12 hours of going on sale, raising more than $10,000 (£7,500) for United We Dream, a non-profit organisation campaigning for relief and fair treatment for young undocumented migrants in the US.
“After Melania’s fashion disaster today, we figured we had to do something about it,” the company explains on its website.
“So we sprung our Rapid Response unit into action, called our friends at United We Dream, and are presenting here, a better message: We Care. We Really Do.”
Ms Trump’s jacket, sold by Spanish fast fashion retailer Zara in 2016 for $39 (£29), appeared a strange choice for the first lady.
It stands in stark contrast with her typically bold and higher-priced wardrobe.
In public appearances, Ms Trump has worn designs by Christian Dior, Givenchy and Valentino, as well as heels from Christian Louboutin.
She also sported a Dolce and Gabbana jacket at the G7 summit in Italy in 2017 which cost an eye-watering $51,500 (£38,000).
Additional reporting by PA