Oxford University has issued an apology following the release of a clothing line branded “United 93” timed to coincide with the 25th anniversary of the September 11 terrorist attacks. The collection, part of the university’s Campus Collection, featured items including an American football jersey and a baseball jersey bearing the phrase “United 93,” which is the call sign for United Airlines Flight 93.

On September 11, 2001, nearly 3,000 people lost their lives when hijacked passenger aircraft were flown into the Twin Towers in New York City, the Pentagon near Washington, D.C., and a field in Pennsylvania. The passengers and crew of United Airlines Flight 93 took action against the hijackers, preventing the plane from reaching its intended target and ultimately causing it to crash in a rural area.

Oxford acknowledged that the use of “United 93” branding on their merchandise failed to consider the significant historical and emotional weight the phrase carries. The university stated that the collection was launched “without understanding of the historical context and associations,” and expressed regret for any offense caused by the release of the products.

Details on how the clothing items made it to market were not disclosed; however, the incident has drawn criticism from those who viewed the use of the flight’s call sign on sportswear, especially in connection with a commemorative date, as insensitive. Oxford has since removed the items from sale and pledged to review its processes to prevent similar occurrences.

The release of the collection highlights the challenges organizations face in balancing creative branding with respect for sensitive historical events, particularly those involving large-scale tragedies.