Controversial T-Shirt Business Sparks Worldwide Ire

One warns that police are "targeting fat chicks." Another urges people to "get over" the death of Princess Diana.

A provocative new range of T-shirts, created by Sydney-based businessmen Peter Legras and Adam Hunt, have been on sale for just a week but are already being described as "rude and revolting" by critics.

The clothing, available through the Web site Goatboy.com.au, has been met with a different response online however, with the site being featured by a number of international bloggers.

Hunt, a former advertising executive, said the shirts, bearing 14 different designs or logos, retailed for $49 and $59.

The controversial nature of the slogans is addressed in a disclaimer on the site, which reads: "If anyone gets offended by our designs, we'd like to humbly point out that you're wasting your righteous indignation on a bloody T-shirt, when you should save it for something that actually matters."

But Eva Cox from the Women's Electoral Lobby said the T-shirts' content spoke for itself. She said: "They're tasteless, crappy, crass and stupid and if people want to be seen as tasteless, crappy, crass and stupid, they'll wear the shirts.

"It's vulgar and nasty and encourages people to be rude and revolting. Who the hell wants to wear T-shirts like that?"

The Diana T-shirt, which has been superimposed on to the bodies of Queen Elizabeth and Prince Phillip in advertising on the site, was also criticised by monarchist Professor David Flint.

"It's a pity we breach society's standards just to get a sale. It's not right to be cruel to people who obviously can't defend themselves," he said.

Young Media Australia president Jane Roberts said goatboy's decision to get on the front foot with a disclaimer was "clever but questionable".

"They're getting a bit righteous themselves by telling others to look at the big picture. They're putting messages out there that are deliberately provocative and intended to shock, to make a buck," she said.

But Hunt said he and Legras had plans to expand into children's clothing. Not all T-shirts were intended to create controversy, he added. "I'm trying to think of a papal one for World Youth Day. That's a pretty scary thing."