US lifestyle retailer Urban Outfitters has removed the word ‘Navajo’ from product names on its website following complaints.

The move comes following numerous complaints, including a campaign launched by a native American which called the labelling “culturally insensitive”.

Urban Outfitters has renamed the products on its website as ‘printed’ but it is unclear whether the change has extended to any of Urban Outfitters’ stores in the US and internationally.

The retailer received a letter from the Navajo tribe over a week ago, demanding the name be pulled from its products. Since the removal the Navajo Nation Department of Justice said that the changes were “more consistent with the corporation’s responsibilities than previously demonstrated”.

The Navajo tribe holds at least 10 trademarks on the Navajo name that cover clothing, footwear, online retail sales and textiles.