Is Controversial Apparel Really Good for Business?

Urban Outfitters has found itself at the nexus of a social-media storm after a bloodstained sweatshirt appeared for sale on its website. The sweatshirt appeared to be from Kent State University, which is famous for a student massacre in 1970.

The list of other off-color apparel sold over the years by Urban Outfitters and other retailers includes the infamous "Eat Less" T-shirt, the "Depression" T-shirt and apparel featuring apparently racist images.

Is such repeated controversy good for business, especially among millennial consumers, the target demographic for these stores?