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First daughter Ivanka Trump has been under a microscope since her father took over the Oval office in January this year and that includes her clothing company. The business woman has seen a divided response to her mid-range fashion brand in the past few months, with customers and retailers voicing strong reactions over a line associated with the Trump name.

Named after her father’s infamous ‘P*ssy Grabbing’ scandal, the boycott ‘Grab Your Wallet’ started in February, as a public outcry for big chain department stores to drop Trump’s line. Nordstrom was the first store to stop carrying Ivanka Trump’s line, with the POTUS not surprisingly voicing his displeasure on Twitter.

Neiman Marcus followed suit the next day, removing Trump’s line from their website. Stores like Belk, and online retailers ShoeBuy.com, Jet.com and HSN ceased sales of Ivanka’s line, with other stores decreasing the brand’s presence. TJ Maxx and Marshalls no longer advertise the Ivanka Trump line, although they still carry the products, and Burlington Coat Factory and Saks Off Fifth only carry items in store and not on their website.

Now it seems that discount retailer Stein Mart is going one step further to get around the bad publicity of the Ivanka Trump line, without ditching their inventory. According to a new report by The Business of Fashion, G-III, the company that manufacturers Ivanka Trump products, has relabeled the items “Adrienne Vittadini Studio.” G-III reportedly sold the relabeled items to Stein Mart with the department stores knowledge, although the deal was made without informing the Ivanka Trump company.

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In a statement made to The Business of Fashion, G-III say they “accept responsibility for resolving this issue, which occurred without the knowledge or consent of the Ivanka Trump organisation. G-III has already begun to take corrective actions, including facilitating the immediate removal of any mistakenly labelled merchandise from its customer. The Ivanka Trump brand continues to grow and remains very strong.”

Basically we’re thinking they were hoping to move product that otherwise may be boycotted by anti-Trump shoppers. Stein Mart chief executive, D. Hunt Hawkins told The Business of Fashion, “We’ve had both labels for a while. We may see more Adrienne Vittadini in the short term. I’ve had an equal number of [customers] say that they don’t want and do want [the Ivanka Trump merchandise] in the store. If we get it, we get.”

Whether the Adrienne Vittadini line knew about the label swap is still unclear, but one thing we do know is that this move could upset a lot of customers who feel tricked into buying Ivanka Trump clothing.

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