One trendy T-shirt shop in Gujarat, India, has prompted a flurry of media outrage with its unfortunate name.
As far as can be from its stock of superhero-themed t-shirts, Hitler in the town of Ahmedabad has prompted more than a few calls to change its unfortunate name.
The owners have insisted they had no idea that the shop, which they say was titled after their unfortunately nicknamed granddad, shared a name with history's greatest mass murderer.
Rakesh Shah said: "My business partner's father Dr Jawahar Lalchandani told us that his father was nicknamed Hitler and the name is catchy hence we were advised to name the store Hitler.
"But people are misunderstanding our intentions, accusing us of using the dictator's name purposefully; we have no business with him. It was only after we opened the store that we realised who he actually was. He was a bad man and we were not aware of this fact."