Pretty HUGE social media mistake here from American Apparel...Isn't that kinda their thing, though?

American Apparel was posting photos of fireworks for the Fourth of July weekend on their Tumblr page on Thursday. One of the photos they posted was the explosion of the Challenger SPACE SHUTTLE.

You can't see the shuttle in the photo, but it's the iconic photo of the smoke trail we all saw when the Challenger was exploding in front of us.They even used the hashtags "#smoke" and "#clouds."


People called them on it right away, so they pulled the photo and apologized. They blamed it on, quote, "an error by one of our international social media employees who was born after the tragedy."

They're sorry though, you know...