Because Of Them We Can, a brand created and founded by Eunique Jones, has become known for its salutes to black history heroes. Whether on shirts, or through adorable videos, the brand works to make sure we remember where we've come from.

Last weekend, Jones wrote an impassioned Medium post after finding a shirt on sale at Target that honored black historical figures. That's not suspect on its own, but the name of the product is: Well Worn Kids Unisex Because Of Them Short Black History Month T-Shirt. 

Um, hold up!

"5 years ago, I created the Because of Them We Can® campaign to tell the stories of black trailblazers so that young black kids could understand their possibilities and see themselves as our heroes," wrote Jones. "I wanted them to know that our history is rich, and full of countless people we should be proud of."

Jones went on to point out the platform that she created went on to receive widespread attention via viral content and campaigns with Nickeloden, PBS, BET and more. 

"While this Black History Month 'Because of Them' t-shirt from Target appears to be affiliated or connected with our brand, it is not. But it was enough to cause people to believe we had some sort of partnership with them. What Target has done happens too often. It is ethically shady," Jones continued. "Rather than skating closely to the trademark, it would have been great for Target to partner with a black creator during Black History Month in order to share the full Because of Them We Can® message. That’s how you lead the way and show your commitment to the African American community, by investing in its people. Not like this. I’m pretty sure Malcolm, Martin, Ida and Harriet would agree."

Target has yet to respond.