Liverpool fans have accused Topman of mocking victims of the Hillsborough disaster after a T-shirt featuring the number "96" and the word "karma" went on sale on its website.
The red top has the number - commonly associated with the number of people who lost their lives in the tragedy - emblazoned on the back in huge white numbers with a rose going through them.
Underneath the design is the phrase "what goes around comes back around" and written down the sleeve is the word "karma".
Campaign group Total Eclipse of the S*n tweeted Topman saying: "Your PR department need to carry out some immediate research and recall this item now! Have some respect!"
Want to explain what this is Topman? pic.twitter.com/gQImmlR8tg
— AnfieldNation (@AnfieldNation) March 15, 2018
The significance of the T-shirt's message is unknown and there is no suggestion that Topman deliberately made reference to the 96 victims of the Hillsborough disaster.
One theory put forward by the Daily Mail claims that the T-shirt could be referencing Bob Marley's 1996 song "What Goes Around Comes Around", which features the lyrics: "What goes around comes around, What goes up must come down, it's called Karma baby and it goes around."
Topman have been approached for comment by numerous media outlets.
