In a move being called a serious lapse of judgement and taste, many Andrew Christian customers are outraged after the organisation sent an email blast with the subject line "TOM DALEY LEAKED NUDES!!"
Among the deals on underwear was an invitation to see the 22-year-old Olympian "like you've never seen him before".
The images were leaked last week, with the email blast linking through to the website's blog, along with preview images of Daley. The link to the blog now redirects to an error page, but the "tom-daleys-nsfw-pics-leak" remains.
Daley has over the photo leaks, which are apparently from back in 2016 when Daley and his now-husband Dustin Lance Black were on a break.
Daley and Black were married in May of last year, and both have spoken about the split saying they took some time apart before reuniting.
Despite the initial backlash, it appeared that the images were used in more than one email blast, with a second call to the post following in an email a few days later.
Andrew Christian's attempt to profit over the images seems to have backfired in some part, with a small movement brewing online to boycott the underwear brand.
