UK-based brand BOY London has been dragged into a controversy in China, as one of the men attackers in a violent incident targeting women in Tangshan city that sparked a national outcry was wearing a T-shirt from the brand, prompting some to call it a "uniform of hooligans," while many others argued that the brand should not be punished just because someone wears it.

According to widely shared video clips online, one of the male assaulters beating a woman and her dining partners was wearing a T-shirt from UK-based brand BOY London, printed with the iconic logo of a golden eagle and the word "BOY."

That quickly began trending on Chinese social media and sparked a debate among social media users on platforms such as Sina Weibo and Douyin about the brand's characteristics and its targeted customers. A picture of a figure wearing gold chains and a BOY London T-shirt with the caption "Staying away from this group of people" has been circulating online.

Some social media users said that the first impression of this brand is that it is a uniform of "hooligans". Others asked the brand to apologize. "The brand should reflect on why many people who commit gang crimes love to wear this brand. There is a problem with the design," said one user.

However, many social media users said that the brand should not be blamed. Although the attackers should be severely punished, it should not go as far as to include makers of the clothes they wear.

Some consumers reportedly returned their Boy London clothes because of the negative impact related to the violent incident.

A sales representative of Boy London's official store on Tmall said it resolutely opposes violence when asked about the comments on the massive return of goods.

The controversy comes as the brand has been suffering from shrinking sales in the Chinese market and struggling to stand out amid the rise of domestic brands such as Anta and PEACEBIRD.

As of Monday, the best-selling T-shirt only sold more than 1,000 pieces so far this month on its official store on Tmall, and sales of the remaining items were mostly in the triple-digit range for the month, much less than top-tier fashion brands.

BOY London was founded in the UK in 1976, and it has been widely favored by fashionistas, clubbers and in punk circles. The brand entered the Chinese mainland market in 1997.

Global Times