Wow. @Gucci and @Nordstrom are selling turbans as fashion items.We're attacked and killed for how we look, and now corporations get to profit off that same look?Feels wrong to me. Your thoughts? https://t.co/Em9UELbkTB

"We're attacked and killed for how we look, and now corporations get to profit off that same look?" Simran Jeet Singh wrote.

This is beyond aggravating. Did someone at @gucci even bother to figure out what a dastaar (turban) means to Sikhs? Did it cross your minds to consider the history behind our identity? My people are discriminated against, even killed, for wearing a turban. pic.twitter.com/G62edSmjhf May 14, 2019

"This is beyond aggravating. Did someone at @gucci even bother to figure out what a dastaar (turban) means to Sikhs? Did it cross your minds to consider the history behind our identity? My people are discriminated against, even killed, for wearing a turban," Aasees Kaur wrote.





The turban isn't a fashion accessory

Another point of frustration for Sikhs was that the Gucci turban was being marketed as a fashion accessory -- a hat that one could simply put on and take off with ease and at will.



The turban isn't just something Sikhs plop on their heads before they head out the door in the morning. It's a symbol of faith and religious tradition considered sacred by Sikhs. Tying a turban is a painstaking and thoughtful process that involves taking a long piece of cloth and wrapping it neatly, fold by a fold over one's uncut hair -- another symbol of the Sikh faith.