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They should have seen it coming.

A controversial sweatshirt reading, "Being fat is not beautiful, it's an excuse," is no longer for sale, following days of backlash and public outcry. The product, sold by Los Angeles-based retailer Revolve and part of a collaboration collection by brand LPA and others such as Lena Dunham, was pulled from Revolve's site on Thursday.

Revolve issued a statement on Instagram Thursday evening. "We messed up big. We are SO SORRY for hurting and offending you," the statement read, noting that the apparel collaboration was meant to "shine a light on the darkness of the internet by printing real-life, damaging comments that could have been left on the social media feeds of women everywhere."

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