A new choker from ASOS is leading to a stir for all of the wrong good reasons.

On Jan. 17, the Day-to-day Mail documented the U.K. keep had taken out the online listing for a true-to-size belt intended to generally be worn fastened around the neck just after being slammed as “vile” and “sickening” on Twitter.

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Though it’s no longer for sale, the £45 “Latex Flamer Choker” from brand Hanger continues to spark ire across the internet. Some believe the insensitive necklace glorifies suicide imagery, while others chastise detractors and praise the creative design of the necklace.

“So disgusted with @ASOS – it seems that in at a time when death by suicide is becoming more common they attempt to make suicide fashionable. The pose, the belt, the branding on the tee -sickening,” wrote one user.

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“Absolutely unacceptable to sell belt necklaces named ‘hanger latex’ with a model wearing a shirt that reads ‘hanger;’ suicide is a harrowing epidemic that plagues your buyer demographic. How careless and harmful to glorify this as a fashion accessory, remove it,” another chimed in.

Meanwhile, others felt that the bizarre-looking necklace was simply that.

“Look at the brand, it has no links with suicide or anything of the sort. It’s a choker,” one user said. Another felt it was “ridiculous” that “people are actually offended” by the design.

From selling buttless jeans to championing models with stretch marks, this is certainly not the first time, nor likely the last, that ASOS has made headlines for its creative decisions.