London headquartered MatchesFashion has apologized and removed swim shorts carrying images of Hindu deities; following protests organised by the Hindus.
In an email to Rajan Zed, who spearheaded the protest, Paul Watson, Menswear Head of Communications of MatchesFashion, wrote,
“We have removed the item from the site and furthermore we have circulated your email directly to our buying team to make them aware of such sensitivities moving forward. We trust this meets with your approval and apologise for any offence caused. This was not intentional.”
Rajan Zed, who is President of Universal Society of Hinduism, thanked MatchesFashion for understanding the concerns of Hindu community, which thought images of Hindu deities on such a product was insensitive.
Rajan Zed suggested that MatchesFashion and other companies should send their senior executives for training in religious and cultural sensitivity so that they had an understanding of the feelings of customers and communities when introducing new products or launching advertising campaigns.
Zed had said that many Hindu deities displayed on these shorts were highly revered in Hinduism and were meant to be worshipped in temples or home shrines and not to adorn one’s thighs, hips, groin, buttocks, genitals and pelvis. Inappropriate usage of Hindu deities or icons or concepts or symbols for commercial or other agenda was not okay as it hurt the devotees. Objectionable Swim Shorts were priced at $273.
