The London Fire Brigade has apologised after announcing "no hipsters were injured" in a restaurant blaze in Shoreditch.
The brigade faced criticism online after making the comment, with Twitter users claiming it was "unprofessional" and "not funny".
Street food trader Hank's Po' Boys posted: "Hard work and livelihoods ruined and you make a joke of it? Completely unprofessional and insulting to many people".
The controversial tweet said: "Shoreditch restaurant blaze early this morning. Thankfully no hipsters were injured".
<blockquote class="twitter-tweet" data-partner="tweetdeck"><p dir="ltr" lang="en"><a rel="nofollow" target="_blank" href="https://twitter.com/LondonFire" class="body-link" data-vars-item-name="BL-1966-https://twitter.com/LondonFire" data-vars-event-id="c23">@LondonFire</a> hard work and livelihoods ruined and you make a joke of it? Completely unprofessional and insulting to many people— Hank's Po' Boys (@hankspoboys) <a rel="nofollow" target="_blank" href="https://twitter.com/hankspoboys/status/622707731309400064" class="body-link" data-vars-item-name="BL-1966-https://twitter.com/hankspoboys/status/622707731309400064" data-vars-event-id="c23">July 19, 2015</a>
LFB later posted: "Sorry if we caused any offence by using the term hipsters. Hope Shoreditch businesses are back on their feet soon."
Six fire engines and 35 firefighters were called to a pop-up restaurant on Great Eastern Street at around 3.45am today.
Around half of the building was damaged by the blaze, a LFB spokesman said.
Station manager Graeme Hunter said: "Thankfully there were no injuries. Firefighters contained the fire and will remain at the scene throughout the morning damping down."
The cause of the fire is being investigated.
