Jacamo has come under fire for stating: “real men have balls, not man bags”.
The online menswear brand tweeted the statement on Saturday 29 October and ‘real men’ were quick to respond.
Jacamo’s tweet was intended to bring attention to their #RealManRunway campaign for diversity amongst models.
However, many commenters felt that rather than encouraging inclusivity, the tweet relied on “outdated and damaging gender stereotypes”.
Jacamo issued a public apology via Twitter, on Monday 31 October, writing: “Here at Jacamo championing male body and fashion diversity is really close to our heart.
“We want to encourage all guys to feel confident - regardless of age, size, shape, colour or sexual orientation and that’s why we launched our Real Man Runway competition, to make more men feel represented on the high street and to celebrate the diversity of the UK.
“Encouragingly we have loads of entries which are testament to this aim.
“Our social tweets were supposed to be a fun way of illustrating that there is more than one type of man; something that the real Man Runway competition is trying to do.
“We are mortified that this caused any offence and of course apologise.”