Women's fashion brand In The Style is accused of cyber bullying after offering customers a WEHATEJOSH discount code amid viewer fury at Love Island 're-coupling'
- Online retailer announced the discount code after Josh recoupled with Kazimir
- Racked up 12,000 likes and 4,000 retweets, but not everyone was positive
- Some said brand would not do same if Josh was girl and said it was cyber bulling
- In The Style responded by saying: 'We are and always will be about girl power'
An women's fashion brand has been slammed for cyber bullying for offering the discount code 'WEHATEJOSH' after last night's episode of Love Island.
Online retailer inthestyle.com threw their support behind heartbroken Georgia by saying if she left they would give her 'every discount code'.
Josh left Georgia fuming after deciding to re-couple with new girl Kazimir, saying she was 'more sensational'.
In The Style tweeted last night: 'Due to unprecedented demand we can confirm WEHATEJOSH10 will be a valid code as of 9am tomorrow... But it will actually give you 25% off site wide! Thank us later #loveisland.'
Women's fashion brand In The Style offered up a WEHATEJOSH discount code after last night's episode of Love Island
Georgia was left heartbroken after Josh recoupled with new girl Kazimir, saying she was 'more sensational'
Many followers criticised the brand for the decision, accusing the online retailer of cyber bullying. Many referenced former Islander Sophie Gradon's death just two weeks ago
Although the tweet racked up 12,000 likes and nearly 4,000 retweets, not all of their followers were supportive of the tweet and accused them of cyber bullying.
Many criticised the brand in the light of former islander Sophie Gradon's death at 32 just two weeks ago.
One critic wrote: 'Incredible unprofessional marketing and would be classed as cyber bullying if Josh wasn’t a male. It’s a highly edited tv show.'
Another said: 'Mad all the girls commenting positively on this. Be absolute uproar if it was directed at a female. Remember what happened recently to a former contestant due to online bullying and hatred. Anyone? No?'
One added: 'Imagine if this was the other way round and it was “I hate Megan”, you wouldn’t do that to a girl why do that to a boy! He’s an a***hole, keep your 25 per cent off and use your platform to raise awareness for mental health instead, look what happened to poor Sophie.'
Although In The Style appeared to address the backlash on Twitter, the discount code is still working on their website.
They said: 'We posted a tongue in cheek tweet to show solidarity to Georgia after last night's Love Island episode poking light hearted fun at ourselves as a business who uses discount codes to gain influencer support.
Although In The Style appeared to address the backlash to their tweet on Twitter, the discount code is still working on their website
In The Style said here was no better way to turn a negative situation around into a 'cheeky unifying benefit', and that there had been a huge demand for a real code
'Reaction amongst our followers and fellow islanders has been very positive as we share the same views on the girl code.'
They went on to say that there was no better way to turn a negative situation around into a 'cheeky unifying benefit', and that there had been a huge demand for a real code.
'We have always been against f*** boys,' they went on. 'We loathe bullies and everything they stand for. As strong girls we have our views and we will share them. We don't want you to change your opinions or even agree with everything we say.
'We just share ours with you, often in our own unique tongue in cheek way: that's why you follow us... We are and always will be about girl power.'
Not everyone has been convinced by their tweet.
One person said: 'You can support girl power without promoting hate and bullying towards men.'
Another added: 'Justifying your bullying... nice.'
In The Style was launched by Adam Frisby who started it in his bedroom in Salford, Greater Manchester, back in 2013.
Originally from Norfolk, he moved to Manchester for work aged 20. The brand had a turnover of £30million last year.
In The Style founder Adam Frisby said: 'Since marketing began, businesses have used tongue in cheek approach to current affairs, to reach their audience and increase brand awareness.
'Social media is a powerful platform and used to express opinion and unite. We never look to divide our extremely engaged audience, actually our aim is to bring them together through shared values. We do not and will never advocate cyber bullying and we hold mental health issues close to our heart.
'It's fair to say we haven't seen a TV show for years that has gripped the nation like Love Island has. We ourselves are avid viewers and massive fans of the show and share that interest with our fans.
'Our live tweets show how we experience every moment with our followers. Last week we saw great reaction to our posting on Megan's antics in the Villa and have never seen such unified girl power engagement.
'Celebrating everything that is great about girls standing together we called Josh out on his shady treatment of Georgia and let her know in our own ironic way we are behind her.
'Our comments are always tongue in cheek and not used to advocate bullying or singling out. We stand behind strong women and us using a discount code as a cheeky quip to show that. We see this as a symbol of solidarity not a stamp of scorn.'