A brand which claims to make Yiddish-influenced streetwear, called Shtettl, says it acknowledges the painful history associated with its name after sparking a backlash online.

The company, which markets itself as a “lifestyle brand with a soul”, sells t-shirts, hoodies, caps and other clothing items bearing phrases such as “shtettl, humble, bold” and “shtettl vibes”.

Shtettl’s products and the unusual spelling of its name inspired a flood of bemused reactions and criticism on social media on Tuesday.

Some online users pointed out the history of persecution faced by many eastern European Jewish communities.

One user wrote: “The delightfully culturally appropriating and tone deaf site shtettl dot com that is trying to repackage our ghetto life for the cool kids.”

While the company was launched several years ago, it appeared to have updated its website on Tuesday to include a clarification about its name alluding to “frequent antisemitic pogroms and persecution and ultimately complete devastation during the Holocaust”.

In a statement to the JC, the retailer said its founders are Jewish and of eastern European descent.

It said: “We were actually already in the process of updating the site when the discussion began so we were happy to add that language to provide some clarity.”