CLOTHING CHAIN URBAN Outfitters is still selling ‘Navajo’ branded clothing in Europe, despite coming under fire from the Native American group over its use of their name.

Critics have said the line of Navajo clothing and accessories were disrespectful and offensive – and that Urban Outfitters are profiting inappropriately from the name of the tribe.

A Navajo-branded hip flask has been a particular target for anger, as the reservation has a serious problem with alcoholism. A line of women’s knickers has also been criticised as inappropriate for a Navajo culture which preaches modesty.

Urban Outfitters has removed the Navajo name from its US website, with the items in question now simply marked as “printed”. However, the name is still in use on its UK online store, which also services Ireland.

The hip flask is not available on the UK page, but the Navajo underwear in “a low-rise boy short shape” is on sale.

Urban Outfitters’ use of “Navajo”  sparked a flurry of criticism online, with tribal members and bloggers calling the product names offensive and telling the company to knock it off.

Native American fashion blogger Jessica Metcalfe welcomed the company’s decision to stop using the name in the US, saying: “I’m happy to see that Native people are standing up and saying that this profiting off what is ours is wrong.”

The US arm of the company received a cease-and-desist letter from the Navajo tribe a week ago, demanding the name be pulled from its products, Urban Outfitters spokesman Ed Looram told the Associated Press.

The tribe holds at least 10 trademarks on the Navajo name that cover clothing, footwear, online retail sales, household products and textiles, and has said it is intent on protecting those trademarks.

When contacted by TheJournal.ie, a spokesperson for Urban Outfitters UK said she had been instructed not to comment on the issue.