Media reports say that a US brand selling hand-made high-end knitwear for men that claimed the late Steve Jobs wore its turtlenecks has been accused of "cashing in" on his death.
St Croix has come under fire after it emerged that the business magnate's signature look was actually designed by Japanese designer Issey Miyake, a longtime friend of Jobs, the Daily Mail reported
The company profited from the tech giant's death by pushing style 1990, a classic black sweater costing 175 dollars, after claiming that Jobs was a "great innovator and fan of St. Croix".
The site launched a special "in memory of Steve Jobs" page with a "buy now" button attached to the photo of the late Apple founder, within hours of his death,
It also added that a "tribute donation" of 20 dollars would be given towards cancer research for every style 1990 top sold.
The turtleneck 1990 style quickly went out of stock, with St Croix reporting that it was enjoying an almost 100 percent surge in sales in the days following the news of Jobs' death from pancreatic cancer.
According to The Smoking Gun, St.Croix's CEO said that "obviously we're going to miss Steven Jobs as a customer", immediately after Jobs' death.