|Alcohol themed shirts|
A U.S. teen retailer started selling alcohol themed shirts for girls.
Urban Outfitters is under fire again on a line of fashion tops some say glorify drinking for adolescents.
With slogans like “Drinking is cute" and "Vote for Vodka" shirts are on sale just in time for back to school fall shopping, and the messages are boozy enough to make parents dizzy.
"As a mother, these shirts are not acceptable for children under 21 years old," said Jan Withers, national president of Mothers Against Drunk Driving or MADD, according to the news media.
Withers, whose own daughter was killed by a drunk driver, says that the shirts can give younger buyers the wrong idea about alcohol.
"If you are targeting that audience, then you're sending the message that it's okay to drink," she said. "We know the dangers of alcohol consumption by minors and that is downright illegal."
Urban Outfitters main demographic is 18 to 24 years, according to analytics firm Quantcast, which means a good portion of buyers in the fashion store are not of legal drinking age.
But Withers said products also provide a "golden opportunity" for parents to sit down and talk about drinking, with their children.
"A lot of research shows that frequent and continuing conversation about the dangers of alcohol is effective," she said. Withers added that she is not against adults wearing these shirts or drinking in general.
Jan Evans, spokesman for the website of the Federal Trade Commission to prevent alcohol, dontserveteens.gov., said that Urban Outfitters is under no legal pressure to eliminate alcohol related merchandise.
"You can sell them in stores," said Evans, noting that the products fall into the category of "branded goods".