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.
