Topman is facing backlash for selling a shirt that some Liverpool fans believe refers to the Hillsborough tragedy in 1989 where 96 people died.
The red coloured shirt has the number 96 on the back with a rose and reads: "What goes around comes back around".
Liverpool players traditionally wear a red kit with their numbers displayed in white.
Liverpool fans are furious with Topman after some claimed it refers to the 1989 crowd disaster when 96 people were crushed to death during a football match between Liverpool and Nottingham Forest at Hillsborough stadium.
Liverpool fans trying to escape during the Hillsborough disaster at Hillsborough football stadium in Sheffield. Source: AAP
This, along with the design of the shirt, has sparked calls from politicians and fans for the shirt to be discontinued.
"Hi Topman. No idea what is behind this, but it is very unfortunate. Hope you can discontinue the t-shirt asap please," Alison McGovern, MP for Wirral South, wrote on Twitter.
"Why would anyone design a red shirt, with 96 on the back, a rose and the slogan ‘what goes around comes around’. On it? @TopmanAskUs@Topman absolutely pathetic," a Liverpool local wrote.
"@Topman your 96 shirt is a disgrace to the memory of our Hillsborough 96. Whoever designed it should be ashamed YNWA @LivEchonews," another wrote.
Others claimed the design was a reference to the Bob Marley and the Wailers song 'What Goes Around Comes Around' which was released in 1996.
It contains the lyrics "What goes around comes around ... It's called karma baby and it goes around".
Others have also said the number could be a coincidence and that Topman would not refer to the Hillsborough disaster.
SBS News has contacted Topman for comment.
The Hillsborough disaster is the worst stadium incident in English sports history.
During an FA Cup semi-final match between Liverpool and Nottingham Forest, 96 Liverpool fans were crushed at the Leppings Lane stand resulting in horrific scenes.
A 2016 inquest jury found the 96 victims had been unlawfully killed and that the fans' behaviour did not contribute to the dangerous situation.
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