Clothing chain Urban Outfitters is promoting a provocative new line of t-shirts with pro-drinking slogans - ones some parents are predictably not fans of.
One version modeled by a young woman, who appears to be a teenager (below), is emblazoned with blurred letters reading, "I Drink You're Cute." Get it?!
Others include "I Vote For Vodka" and "USA Drinking Team."
Harmless? Maybe, but not everyone things so. A recent survey reported that one out of five teens drinks, uses drugs, or smokes DURING school hours.
For parents already rattled about kids and substance abuse, it's a jolt to discover items like these when fall clothes shopping with one's teen or 'tween.
The majority of customers at Urban Outfitters are between 18-24; the second largest demographic is under 18, which some groups find more alarming.
"Kids absolutely shouldn't be wearing these t-shirts," Jan Withers, the National President of MADD (Mother's Against Drunk Driving), tells Yahoo! Shine.
She says MADD does not oppose legal drinking or marketing to adults, but "Marketing [alcohol-related products] to teens is not in any way acceptable."
UO is under no obligation to pull the shirts - they are protected under laws that allow the promotion of branded merchandise, according to the FTC - though public pressure could certainly make them rethink the campaign.
Urban Outfitters drinking t-shirts: