Clothing store American Apparel shocked many viewers after posting a photo of the 1986 Challenger explosion disaster to Tumblr page today, thinking it was fireworks. They even tagged the photo with 'smoke' and 'clouds.'
"This is the iconic image of the Challenger space shuttle exploding, not just some cool smoke and clouds," wrote Amy Vernon.
The photo went viral on Twitter and the company took the photo down 45 minutes later. They say a 'young' worker re-blogged the photo.