We talk about how being BYU fans is who we are and sometimes you have losing seasons, and maybe a few really bad seasons, but we don't change on a whim.
Both of my boys keep wearing the gear and yes, they take heat at school and around the neighborhood, but they respond by saying they aren't going to change because they won't be bandwagon fans. Although, once my 6 year old responded to an especially aggressive and persistent red-headed yewt kid with fisticuffs. I gave him a little lecture that fighting wasn't going to solve anything, and followed it with a wink and a fist bump.
Reppin' the Y and hoping for better days to come.