Underwear brand AussieBum has faced a backlash over designs and advertising that are said to be 'disrespectful' to Indigenous people.
The criticism comes after a Meat and Livestock ad received complaints about the use of the term 'operation boomerang' in its Australia Day advert as Aboriginal people refer to Australia Day as 'Invasion Day'.
AussieBum's Australian Day underwear line features boomerangs, dot paintings and a cartoon of an Indigenous man.
Original advertising for the underwear had an Australian flag planted on top of sacred Aboriginal site Uluru, which has since been pulled.
Critics, including NITV presenter Nathan Appo, argue the collection is disrespectful in the way it depicts Indigenous culture.
AussieBum CEO Sean Ashby told ABC News he had recalled a design that featured an Australian flag on Uluru after an email complaint made him aware it was insensitive.
"I saw [the design] as inclusive but then when I had one person email me and point out some really obvious issues, which quite frankly I was naive to ... the penny dropped and that product was taken straight off the line,” Ashby said.
"At the end of the day it really was just naivety to an issue in Australian culture and one that is so sensitive.”
This story first appeared on sister site adnews.com.au.