So, this happened:

Ditto.

Urban Outfitters is causing a furor with that sweatshirt. Gee, we wonder why.

And then came the predictable non-apology apology.

urban-outfitters-kent-state-apology

The full faux-pology via TwitLonger:

Urban Outfitters sincerely apologizes for any offense our Vintage Kent State Sweatshirt may have caused. It was never our intention to allude to the tragic events that took place at Kent State in 1970 and we are extremely saddened that this item was perceived as such. The one-of-a-kind item was purchased as part of our sun-faded vintage collection. There is no blood on this shirt nor has this item been altered in any way. The red stains are discoloration from the original shade of the shirt and the holes are from natural wear and fray. Again, we deeply regret that this item was perceived negatively and we have removed it immediately from our website to avoid further upset.

We’ve seen some pitiful fake apologies before, but this one is right up there at the top of the absurdity pile.

So there’s that. Kudos!

Nothing like doubling down on idiocy and offending your customer base even more.

Bingo.

Urban Outfitters could learn a thing or two about real apologies from DiGiorno Pizza.

And what about this, UO?

Perhaps this is why?

Yep. Remember that outrageous shirt?

And here is an evergreen exit reminder:

Related:

‘My God!’ Zara pulls shirt with Holocaust imagery, but then doubles down on offensiveness? [photos]

DiGiorno Pizza enrages with outrageous hashtag tweet; Politicians can learn from its apology

‘Lunatic!’ Melissa Harris-Perry ‘apologizes’ to Romneys (with self-serving hashtag); Do you buy it?