1997 - just before going to Madrid, I decided I wanted BOCADILLO on the back of my shirt. They printed it, together with the number 97. Just as the assistant was going to give me the shirt, there was a discussion between a couple of people behind him - and suddenly the shirt was snatched away.
They told me I couldn't have the shirt without at first giving a reason. I told them that they had a slight problem because the shirt was already mine, having been bought about a month or so earlier - and that I was blowed if I was going to risk allowing them to take the letters off. The manager was called who told me that it was believed that the word was likely to be provocative. I told him that I didn't think it was and asked him what he thought it meant. He said that I knew full well what it meant. I helpfully told him that as far as I was concerned it was just a collection of letters that looked vaguely Spanish.
There was a bit of an impasse while they offered me a brand new shirt and I turned their offer down on the grounds that I already had a almost new shirt and I wanted it back. One of the throng of staff then had a brainwave and decided to phone somebody who he thought would have an English-Spanish dictionary.
Whoever he rang knew what 'bocadillo' meant without even looking it up and he came off the phone, reporting that it meant 'sandwich'. I declared, "**** me, that's a coincidence - that's where I live". Shirt in bag - me out of shop very quickly, whistling innocently.