American mall staple Hollister issued a mea culpa after the male models it sent to a store opening in South Korea inflamed locals with racist tweets.
The brand, owned by Abercrombie & Fitch and known for being a devotee of skimpy styles, usually sends scantily clad models to pose with customers at new store launches.
But the four models it sent to Yeouido, Seoul, earlier this month did more than prettify the storefront. During their stint from Aug. 30 to Sept. 2, they tweeted photos of themselves making squinty eyes, mocking their Asian fans’ accents and engaging in other offensive behavior such as flipping off the camera.
One tweet stated: "Hahahaha they ruhhvvvv itttt!"
Hollister fired the models, but not before Korean customers ignited a social media firestorm of rage, threatening to boycott the chain and return goods bought there.