The Daily Grind Video

On May 4, 1970, Ohio National Guardsmen shot and killed four college students protesting the Vietnam War.

And today in news that makes you go, “What the fuck???” Urban Outfitters apparently did not find selling a “vintage” Kent State sweatshirt splattered with blood problematic. At least not until they realized the outrage they caused (and rightfully so).

The sweatshirt was a one-of-one item being sold for $129, with the phrase, “We only have one, so get it or regret it!” written in its description.

Kent State released a statement, saying:

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.

Now it’s Urban who’s really feeling that regret because Monday morning, they released the following statement via Twitter:

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.

On the site, the sweatshirt is now listed as sold out, but according to People, it’s being sold on eBay for $550.

Horrible. Well, at least it wasn’t Zara this time…

SOURCE: People