Claims of "racist" branding on promotional Australia Day clothing has kicked off fresh debate on the symbolism of the public holiday.
Subscribe now for unlimited access.
$0/
(min cost $0)
or signup to continue reading
The discussion, sparked by Aldi and its now withdrawn T-shirts branded with "AUSTRALIA EST 1788" logos, grew to encompass Big W, which pulled clothing bearing similar designs on Thursday.
The debate pushed "Aldi" to the top of trending Twitter terms in Sydney on Wednesday and highlighted the divisiveness of the day among indigenous communities, academic Robin Tennant-Wood said.
The University of Canberra assistant professor said the annual celebrations had grown to include a "yobbo element" of excessive drinking and targeting racial minorities as nationalism increased following events such as the Cronulla riots.
"There's been a certain aspect of nationalism that has crept into Australia Day celebrations," she said.
"We see this particularly in young people, draped in the Australian flag and using it as an excuse to target people who don't look like them … Nationalism is dangerous at best and it can be downright horrible if it gets out of control."
Dr Tennant-Wood said the debate around the withdrawn clothing highlighted the need for Australians to recognise their multicultural society and the sensitivities that surrounded Australia Day as a result.
"It's not just a national day of celebration for people of European descent," she said.
"It really needs to be a day of inclusion."
The Aldi T-shirts were pulled following online commentary labelling the design culturally insensitive to Australia's indigenous people.
Some social media users are claiming the retreat as a victory, but supporters of the design also geared up their online army.
The debate generated significant support for the logo with social media users defending the response to Aldi's branding as an overreaction and people being "way over sensitive".
Other commentators, including a Twitter user posting as @MsMoneypenny, said the logo was merely incorrect in regards to the featured date.
"The shirts are not racist," she posted.
"They are historically wrong."
Further comment has been sought from the Department of Prime Minister and Cabinet, which approved the use of the Australian flag in the design for Aldi's clothing range in July 2013.
