Australian discount store Kmart has been forced to withdraw 'inappropriate' underwear from its shops following a surge of complaints.
As part of its Girl Xpress range, aimed at 16-24 year old females, the store had been selling underwear with slogans on such as 'call me', 'I love boys in uniform' and 'I love rich boys'.
Over the weekend a viral Twitter storm erupted from concerned customers who felt the garments were unsavoury.
Pictures of the offending briefs were uploaded onto Twitter and Collective Shout, a campaign movement which helps individuals and groups to target corporations, advertisers, marketers and media which objectify women and sexualise girls to sell products and services, urged people to contact Kmart to complain.
As a result Kmart's managing director, Guy Russo, today withdrew the stock and apologised.
“On behalf of Kmart I apologise for the recent concerns caused by the slogans used on our female youth underwear and I have had them removed from all of our stores immediately,” Russo said. “They were inappropriate and we will not be selling any such product in our stores moving forward.
“I sincerely apologise for our actions and for any offence these products have caused - this will not happen again.”
Before the products were withdrawn many took to Facebook and Twitter to air their thoughts on the apparel. Melbourne mum-of-two, Emily Webb, said they were 'sleazily labelled pants' that could take girls on the fast track to becoming a sexualised object.
“It is true that they should not have stocked these products in the first place, but it is good to see a company like Kmart acknowledge their mistake and apologise,” a Collective Shout spokesman said.