The Reno, Nevada-based society is demanding Kelowna-based Set 4 Lyfe Apparel to remove unisex Sacred Ganesha Drop Pants and Sacred Ganesha Joggers from online and music festival sales and issue an apology, The Daily Courier reported.
According to media reports, Mattaio, a Kelowna-based drummer, music producer and fashion designer, is the founder of Set 4 Lyfe Apparel Company.
Set 4 Lyfe specializes in "trend-setting all-over print clothing" that's sold at music festivals and online, according to the website. The Sacred Ganesha Drop Pants ($70) and Sacred Ganesha Joggers ($65) are featured on the website in the sacred-geometry section.
Rajan Zed, a representative of Universal Society of Hinduism, said, "Inappropriate usage of sacred Hindu deities or concepts or symbols or icons for commercial or other agendas is not OK as it hurts devotees."
"Hinduism has a rich philosophy, and it should not be taken frivolously," said Rajan Zed.
"Lord Ganesha is highly revered in Hinduism and is meant to be worshipped in temples or home shrines and not to adorn one's legs, buttocks, thighs, groin, genitals and pelvis," he added.
Rajan Zed and his society are used to demanding the withdrawal of Hindu imagery for commercial gain and getting apologies.
Last month, the society went after Papa John's Pizza for its Papadia Yoga TV commercial, which it said trivialized Hinduism by using symbols from the religion to flog the pizza chain's new papadia pizza-sandwich calzone.