Swedish international apparel chain, H&M, has come out with a svelte tank top sporting a partial quote by Talmudic sage Hillel, “If not now, when?” according to Israel’s NRG News.

And the firm’s Manhattan outlet can’t seem to keep the $9.95 frock in stock, one salesperson told The New York Jewish Week.

“That’s been one of our most popular items this summer,” said Kiera Elliott, H&M saleswoman in Times Square. “We sold that item out weeks ago, but people keep asking me about it. It obviously made a lasting impression.”

But the fashion world is fickle, and sometime, bizarrely so: While H&M is proffering runway Jewish chic, the Spanish chain Zara last week issued an apology for selling a child’s outfit that strongly resembles a Holocaust concentration camp uniform, complete with the yellow Star of David, the JNS News Service noted.

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The $80 toddler’s shirt, which was dubbed “Sheriff” and was said to be inspired by the sheriff stars in classic Western movies, was sold in countries such as the U.K., France, Sweden, Denmark, and even Israel.

However, after the shirt garnered heavy blowback on the firm, Zara’s parent company Inditex removed it from the market.

“The item in question has now been removed from all Zara stores and Zara.com. The garment was inspired by the classic Western films, but we now recognise that the design could be seen as insensitive and apologise sincerely for any offence caused to our customers,” Inditex said in a statement, according to Forbes.