#trending: Local fashion brand Beyond The Vines apologises for 'insensitive' comments on Israel-Hamas war - TODAY

The livestream, however, appeared to only worsen the situation.

Many viewers found fault with Ms Ting's use of the word "conflict" to describe what they felt was a "genocide", as well as her reference to it as a recent event.

"Long before the conflict?" questioned one Instagram user. "The 'conflict' started since 1948."

Another declared: "The fact that you keep labelling it as a conflict just shows how unbothered and uneducated you are."

Many fans talked about their "disappointment" in the brand, "regret" for supporting it in the past and plans to dispose of or resell their BTV bags, with one Instagram user even making a call for a mass charity donation in the comments.

However, BTV did have its defenders, including Instagram user "yellowstranger" who made the caveat that she is not and has never been a customer of the brand.

She pointed out that boycotting or attacking BTV does not contribute to the Palestinian cause, is unfair to the brand, and will only "give them (more) views", testifying that she herself had only learnt of the brand because of this incident.

Moreover, BTV profits do not fund Israel, said "yellowstranger".

THE APOLOGY POST

Following last Friday's livestream fiasco, Mr Chew and Ms Ting acknowledged in Thursday morning's apology post on BTV's Instagram account that they had "made some hurtful mistakes".

"In hindsight, this matter should not have been handled in a brief way but with much more care. We reflected a lack of sensitivity of the situation in Gaza."

"As an active founder-led business, we take great pride in doing most things ourselves. But as the brand and community have grown and evolved so must our practices, which in this event were grossly inadequate," they added. "We can't reiterate enough our sincere apology and our commitment to learning from this incident."

Though some expressed appreciation for the apology, calling it a "good first step" towards "reflection and healing", others felt that the founders' actions were "not congruent" with their statement and called it a "ChatGPT apology".

"It takes a big heart and courage to unlearn and relearn," wrote one Instagram user and self-professed BTV supporter. "Applaud you and (the) team for this."

"I'm sorry many of the comments are not forgiving," said another. "We'll do better to be more tolerant of mistakes. And I hope BTV will continue to reflect and be more sensitive of others."

Comments suggested that BTV could follow up with actions like donations or a "Palestinian dumpling bag" with proceeds going to Gaza victims.

But for many customers, it seems the damage has already been done.

"Don't need to bash, just move on," one concluded. "Our wallet, our decision."

TODAY has reached out to BTV for comment.

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