American Eagle has been slammed by customers who believe one of their bracelets is “inappropriate”.
The jewellery item, which was being sold online and in store, was said to resemble slave shackles.
After receiving dozens of complaints, the company has decided to pull the accessory from all of their outlets.
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Twitter user Rey was the first to spark discussion about the bracelet.
Sharing snaps of the cuff-shaped item, he asked the retailer why they would stock it.
His post has racked up more than 429 retweets and 330 likes.
Dozens of customers have since accused American Eagle for selling something that has “racist” connotations.
One tweeted: “I mean, COME ON, @AEO!! Seems a little obvious.
“We do not need to get slavery jewellery trending. It IS offensive.”
Another agreed: “Who’s the uneducated historically oblivious ignoramus at @AEO…
“No one working there has any kind of sense? #epicfail #racist.”
Who’s the uneducated historically oblivious ignoramus at @AEO ... it had to be a team of buffoons from buyers to merchandisers to managers. No one working there has any kind of sense? #epicfail #racist pic.twitter.com/ML6JN5Lu2Y— ������ Däne I ������ (@Beau_Du_Jour) December 13, 2017
if this BRACELET offends you when you have clearly NEVER even been a slave then you are over reaching your point. There are no slaves in America and haven't been for quite some time. This is a BRACELET let that sink in for a while. If you didn't like it then move on and let it be— Rhonda L (@BeautyofMN) December 16, 2017
Responding to the criticism on their official Twitter page, an AEO spokesperson said: “We’ve heard and understand the concerns about the bracelet.
“We apologise and will remove the product from our stores and website.”
Even though the brand has vowed to discontinue the accessory, some couldn’t see what all the complaints were about.
One Twitter user said: “If this BRACELET offends you when you have clearly NEVER even been a slave than you are over reaching your point.
“This is a bracelet let that sink in for a while. If you don’t like it move on and let it be.”
Another added: “You snowflakes have completely gone off the rails with attacking this.”
It's not the first time that consumers have branded clothing items as "inappropriate".
In February, Primark pulled Walking Dead merchandise after there were concerns that it was racist.
And last year, Asda was accused of making fun of mental illness.