Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Millennial American Apparel Employee Mistook Challenger Explosion for 4th of July Fireworks

Image via <a href="">Mashable</a>
Image via Mashable

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

How much bad press can one company garner in the space of like, 10 days? Because American Apparel surely is in the running for a world record in that category. While every step of founder Dov Charney's fight for the company's iron throne plays out over the daily news headlines, the brand's Tumblr account came under fire last Wednesday for a totally unrelated incident. A photo of the Challenger explosion of 1986, mistakenly thought to be a picture of fireworks, was posted to American Apparel's Tumblr account in a celebratory Independence Day post. The picture was quickly deleted once followers started calling out the mistake.

American Apparel has since tweeted an apology, saying that "the image was re-blogged in error by one of our international social media employees who was born after the tragedy and was unaware of the event."
· American Apparel Apologizes for Using Challenger Disaster Photo Instead of Fireworks [Mashable]
· Meet the Man Who Fixes Retail CEO Disasters [Racked]
· American Apparel Is Facing Possible Bankruptcy [Racked]