Fashion Nova’s website re-listed a discontinued T-shirt that felt tacky to survivors of the California wildfires.
The clothing brand, headquartered in Los Angeles, had canceled the $19.99 black T-shirt with a burning house picture and the words “This must be paradise” in November during Camp Fire, disastrous wildfires that reportedly killed 86 people in Paradise, California. However, an electronic mistake, which occurred because of the company’s return policy, automatically reintroduced the shirt on Fashion Nova’s website.
The fire image bothered victims of the fire. “I was personally from that town and lost everything and I find it disrespectful,” a person tweeted. “Please remove the shirt off your store… smh.”
Fashion Nova tells Yahoo Lifestyle that production of the shirt stopped when the fires happened.
“We deeply apologize to anyone offended by the redistribution of the ‘This Must Be Paradise Tee,’” read a brand statement. “The graphic tee first went on sale July of 2018 and has no connection to Paradise, CA. The structure shown in the image is not a depiction of the town or any structure within the town of Paradise, CA. This is an unfortunate coincidence that we flagged immediately when the fires happened in November of 2018. At the time of the fires, the tee was pulled from our website completely.
“Due to our return process, the tee was relisted on our website through automatic processing,” it continued. “We have since pulled the tee from our site and are taking preventative steps to ensure a mishap such as this does not happen again in the future. It was not our intent to offend or disrespect those affected by The Camp Fire that took place in Paradise, CA in November 2018.”
“California is our home. We see the heartbreaking impact these fires had, and continue to have, on our community every day. That is something we take very seriously. Our sincerest apologies and condolences go out to all the families, lives, and homes affected by the fires.”
Fashion Nova sent Yahoo Lifestyle a customer receipt from July showing the shirts were produced months before the disaster.
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