A red, blood-spattered sweatshirt emblazoned with Kent State University's name was up for sale on Urban Outfitters' website, causing outrage among shoppers.
According to Gawker, the $129 sweatshirt was listed under its "Vintage Finds" category, which stocks only one of each "handpicked" item; so it was listed with a tagline that read: "We only have one, so get it or regret it!"
Disgusted shoppers took to the company's Facebook page to complain.
"UO's inappropriate 'Kent State' sweat shirt makes me sick. As someone who was there that day, and who knew some of the victims [including my best friend], it is truly revolting. Take the sweatshirts off the shelves and burn them," John Corbitt wrote.
"I am sick to my stomach after seeing the Kent State sweater. Absolutely disgusted with the UO company. Planning to never shop UO or it's other companies, Anthro & Free People," Chelsea Custer wrote.
"I ordered it and am waiting myself, as soon as it arrives, I'll ship it to you," the person who listed the item wrote on the site. "Perfect for Halloween or whatever your deal is."
The Kent State shootings took place in May 1970, killing four and wounding nine students.
Urban Outfitters did not immediately reply to request for comment.
In a statement on its website, Kent State said, "We take great offense to a company using our pain for their publicity and profit. This item is beyond poor taste and trivializes a loss of life that still hurts the Kent State community today."
Read the full Gawker story here.
Update: Urban Outfitters issued an apology on its Twitter feed, saying, "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."