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American Apparel is behind it apparently. Flying a flag upside-down is not indicative of disrespect or desecration. It indicates that there's a problem. In this case, with immigration reform.
"Flying an American flag upside down is not necessarily meant as political protest. The practice has its origin in a military distress signal; displaying a flag in this manner is "a signal of dire distress in instances of extreme danger to life or property"; it has been used by extension to make a statement about distress in civic, political, or other areas. Upside-down flying of the flag was ruled constitutional in Spence v. Washington, a 1974 Supreme Court ruling."
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