Fashion designer Kenneth Cole has sparked outrage with a tweet that appears to trivialize the ongoing political turmoil in Egypt.

The tweet read: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC”

Cole (or one of his representatives) subsequently issued the following apology through another tweet: “Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC”

According to media reports, Cole made a similarly insensitive remark following the Sept. 11 terror attacks when he said to the New York Daily News: “Important moments like this are a time to reflect… To remind us, sometimes, that it’s not only important what you wear, but it’s also important to be aware.”