Urban Outfitters clearly didn't take sensitivity into account in its decision to sell a Kent State University sweatshirt with what looked like blood spattered all over it.
The item, with a retail price of $130, appears to allude to the four college students shot dead by Ohio National Guardsmen during a peaceful protest of the Vietnam War in May of 1970.
Its description reads,
Washed soft and perfectly broken in, this vintage Kent State sweatshirt is cut in a loose, slouchy fit. Excellent vintage condition. We only have one, so get it or regret it!
The sweatshirt's listing page was removed from the clothing retailer's website just minutes after BuzzFeed publicized it, but it later went up for sale on eBay for $550.
That auction ended this morning after attaining zero bids.
Hey @UrbanOutfitters, when will the Sandy Hook shirts be available? And will there be child sizes? #UrbanOutfitters pic.twitter.com/M7F6EQ5jSi — Promoted Tweet (@kickitupanacho) September 15, 2014
This is far from the first time Urban Outfitters has tried to turn tragedy into a fashion statement, People reports, previously selling shirts with "Depression" and "Eat Less" on the front.
After the story gained significant traction, Urban Outfitters issued an apology citing misinterpretation:
Urban Outfitters sincerely apologizes for any offense our Vintage Kent State Sweatshirt may have caused. It was never our intention to allude to the tragic events that took place at Kent State in 1970 and we are extremely saddened that this item was perceived as such. The one-of-a-kind item was purchased as part of our sun-faded vintage collection. There is no blood on this shirt nor has this item been altered in any way. The red stains are discoloration from the original shade of the shirt and the holes are from natural wear and fray. Again, we deeply regret that this item was perceived negatively and we have removed it immediately from our website to avoid further upset.
Photo Courtesy: Urban Outfitters