Clothing retailer American Apparel has apologized after marking Independence Day with a Tumblr photo of the 1986 Challenger shuttle disaster.

The photo was meant to be of a fireworks display.

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The company tweeted the following apology: "We deeply apologize for today’s Tumblr post of the Space Shuttle Challenger.  The image was re-blogged in error by one of our international social media employees who was born after the tragedy and was unaware of the event. We sincerely regret the insensitivity of that selection and the post has been deleted."