In a crowded fashion market, a clothing store named HITLER sparks controversy with its bold branding, blurring the lines between marketing, ignorance, and provocation. Framed as an "innovative concept" aimed at economic success and global recognition, the name draws sharp criticism where history casts a long shadow. Yet behind slick adverts and talk of rebranding, the business raises uncomfortable questions about memory, control, and the cost of attention in the pursuit of commercial goals.