Horror fashion ... Urban Outfitters is elling this jumper "in honour" of the victims of the Kent State University shooting in 1970. Picture: Supplied. Source: Supplied
A US clothing retailer is selling a vintage jumper with fake blood splatter on it "in honour" of a US university shooting.
"Get it or regret it!" read the description for the jumper online which Urban Outfitters has been selling for $129.
The jumper appears to be a macabre reference to the shootings at Kent State University on May 4, 1970, in which four unarmed college students were killed by Ohio National Guardsmen during a Vietnam War protest.
After the jumper was circulated on social media it soon sold out and has been popping up on eBay for resale with people willing to pay up to $550 for the poor taste fashion item.
The item has been slammed by Kent State University.
"We take great offence to a company using our pain for their publicity and profit," the Ohio university said in a statement online. "This item is beyond poor taste and trivialises a loss of life that still hurts the Kent State community today."
16092014KentState Source: Supplied
The shooting inspired the Crosby, Stills, Nash and Young song Ohio.
It isn't the first time that Urban Outfitters has come under attack for poor taste fashion designs in its stores.
The company marketed a T-shirt that featured the word "depression" in a repeating pattern, which was deemed to be insensitive.
The retailer has also drawn the ire of activist groups for its appropriation of Native American patterns and iconography.
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