An Abercrombie & Fitch store in Palo Alto, California (AP/Paul Sakuma)
Twitter users went into a frenzy today (warning: NSFW) when some people thought a Chinese clothing knockoff site using racist language belonged to clothing giant Abercrombie & Fitch. The site, which has since been removed, used the N-word to describe a brown colored pair of cargo paints. The confusion and outrage was caused because the site is called "Abercrombie-and-Fitchoutlet."
Anyone paying close attention to the site's URL could tell it was not actually operated by the legitimate clothing company. But that didn't stop a virtual tidal wave of social media users from expressing their misdirected outrage.
Gawker reports that Chinese translation software company Kingsoft appears to be responsible for the incredibly poor language choice on the knockoff company's website.
And now, Abercrombie & Fitch says they are attempting to take legal action against the company that was not only falsely using their brand name but has caused them so much undeserved grief. In a statement to ABC News, Abercrombie wrote that the Chinese company "is in no way affiliated" with their operation. "[A]nd in any event, we do not condone racist language," the statement reads. "This is a counterfeit website and we have initiated legal proceedings to shut it down." On the customer service section of its website, Abercrombie offers tips on how customers can both avoid and report "cheap knockoffs."