Primark has issued a response to the three shocking messages found stitched inside the labels of a dress, top and a pair of trousers purchased from the brand.
The 'cry for help' scandal first came to light when a shopper discovered the words, "Forced to work exhausting hours," hand-sewn on the label of a £10 floral dress.
Since this news broke, two other shoppers have come forward with similar messages which describe the "sweat shop" conditions workers are forced to endure.
However, in Primark's latest statement, it suggests these labels could be part of a hoax.
A spokesperson for Primark has made the following statement: "Despite growing suspicions in relation to the origin of the labels and the considerable time delay since the garments were bought, Primark knows its responsibilities to the workers in its supply chain and has already started detailed investigations."
The statement goes on to say the brand has requested to collect all three items "to examine in detail the circumstances in which the additional label or information was attached."
MORE SHOCKING STORIES!
The two messages found by Rebecca Gallagher and Rebecca Jones from Swansea have made the brand particularly apprehensive.
Primark explained the reasoning behind its suspicions in the points below:
1. The labels appear to be of a very similar type, attached to the garments in the same way.
2. The two garments were on sale around the same time in 2013.
3. They were made in two different countries many thousands of miles apart.
The retailer also addressed the SOS! message found by Karen Wisinska in Northern Ireland and said, "We find it very strange that this too has come to light so recently, given that the trousers were on sale four years ago."
The proximity of each incident is certainly a coincidence, but whether Primark is able to prove the labels to be part of a scam or not, the implication this has had on consumers can't be ignored.
More than anything, the Primark controversy has shocked British shoppers (MyDaily's initial story on the first 'cry for help' case has been shared over 8,000 times on Facebook) and most importantly, it has raised the awareness of ethical fashion.
Has this news stopped you shopping for bargains in Primark? Tweets us at @MyDailyUK and tell us your thoughts.