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UPPER EAST SIDE, Manhattan (PIX11) — As the fallout from racism allegations against Barney’s continues, many are calling for not only shoppers to boycott the high-end retailer but millionaire celebrities, too.

Angry fans are urging rap mogul Jay Z to end his multimillion dollar deal with Barney’s after two black shoppers accused the store of racial profiling them after they made pricey purchases. The deal, which was signed before the racism accusations surfaced,  includes items like a plain cotton t-shirt for $70 to a Hublot watch for $33,900.

Trayon Christian, 19, started the firestorm when he filed a lawsuit against the store after he was taken in by police for buying a $350 watch. Police said Barneys alerted them the debit card he used was fake. Christian was later released with an apology. 21-year-old Kayla Phillips had a similar experience, saying she was surrounded by cops when she bought a $2,500 purse with her tax refund.

Fans and activists are taking to Twitter and other social media, asking the superstar to pull the plug on the deal.

Jay Z isn’t the only big name involved in this case. Supermodel Tyson Beckford told PIX11 News exclusively he too was uncomfortable shopping at Barneys.  Beckford told James Ford he felt like he was being watched as he walked through the store.

Barneys since issued an apology. The upscale store is now in damage control. Barney’s New York’s CEO wrote, “Barneys New York believes that no customer should have the unacceptable experience described in recent media reports, and we offer our sincere regret and deepest apologies.”