The fire brigade has tweeted "no hipsters were injured" after being called to a blaze at a building housing a pop-up restaurant in East London.
Thirty-five fire-fighters were called to Great Eastern Street in the trendy district of Shoreditch shortly before 4am on Sunday. It took around two hours to get the fire under control and around half the building was destroyed.
The London Fire Brigade (LFB) later followed up with a tweet apologising if any offence was caused by the use of the h-word, after some claimed it was in poor taste as traders had lost their livelihoods.
They had posted pictures of the large fire - thought to have broken out at the site of the Dinerama street food market - along with the amusing comment.
Station manager Graeme Hunter: "Thankfully there were no injuries. Firefighters contained the fire and will remain at the scene throughout the morning damping down."
Not everyone was impressed.
Killer Tomato tweeted: "Why don't you delete this bad taste tweet? Some people have lost their livelihoods."
It was not long before the LFB apologised:
But Lucy Lovelace spoke for many when she replied: "It was funny people need to lighten up".
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