That "Wakanda Forever" photo didn't last long.

On Tuesday, clothing brand Forever 21 tweeted out a photo of a man, who appears to be Caucasian, wearing a knit sweater emblazoned with the "Black Panther" salute "Wakanda Forever."

As of Tuesday night, Forever 21 has taken down the tweet and more photos of the same model that were used to advertise the $34.90 item online.

Why take it down? Critics say that a person of color should have been the one wearing a sweater with words that unite members of a fictional, futuristic country in Africa that was brought to life in Marvel's critically acclaimed superhero film "Black Panther."

In a statement shared with USA TODAY, the clothing seller said this: "Forever 21 takes concerns on our products and marketing extremely seriously. While we celebrate all superheroes with many different models of various ethnicities, we listened to the important feedback from our customers and removed the product photo in question from our website and social media accounts. We sincerely apologize to anyone who was offended by the product photo."

Naysayers said this about Forever 21's original marketing decision:

"Not even Wakanda can escape gentrification," one person on Twitter said.

"What in the T'Challa knockoff is this?" another asked.

"In What Universe Did You Think It Was Ok To Feature A White Model In Wakanda Gear?" asked someone who said he used to work for the brand.

And one Forever 21 shopper gave the sweater a one-star review online, writing: "COLONIZERS ARE NOT ALLOWED TO REPRESENT US."

But not everyone was asking "'Wakanda' photo is this?!" There were people on social media who didn't take issue with a white model wearing "Black Panther" apparel.

"White people being into Black Panther is... good for everybody?" said a Twitter user.

Someone else asked: "Like why can’t someone white be showcased wearing that ? Black panther is a marvel character created for any and everyone to enjoy RELAX."

The sweater is currently on the Forever 21 site, pictured off of a model. Other "Panther" gear – a graphic top and a print sweater – are also sold online. However, the "Black Panther" top initially featured on a woman of unknown ethnicity is no longer searchable.