A millionaire could be forced to remove a "woke-free zone" flag from outside his company HQ after failing to get planning permission from his local council.
Alex Loven, who owns sportswear firm Net World Sports, erected the flag in Wrexham, north Wales in a stand against modern woke rules.
The businessman, named as the richest young person in Wales in the Sunday Times Rich List, is now locked in a planning permission dispute over his three flagpoles.
It comes after Loven, who has a 230-strong company, was criticised for his anti-woke stance.
A millionaire could be forced to remove a "woke-free zone" flag from outside his company HQ after failing to get planning permissionWrexham Council One local resident said his "woke-free zone" flag was "offensive".
According to the anonymous complainant, it showed a "complete lack of inclusivity" and was a display of "complete and utter discrimination".
The critic added: "I would be very disappointed to find that anyone would affiliate with such a business who have an obvious lack of ethnic, racial and sexual minority awareness and understanding."
Loven has since defended his views after challenging whether "wokeness" was hampering people's development.
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He said: "It's more than reasonable to question the value of the cloak of wokeness that has enveloped all parts of society from education to mainstream media.
"Simply put, we question whether the woke narrative is aiding the development of young people and it would be completely disingenuous to say otherwise if we don't believe in it.
"The world is a tough place and life is full of challenges. A sense of entitlement or bone idleness won't get you anywhere. We should be building young people up, not pulling them down."
After Labour council officials in Wrexham found the flagpole outside the firm's main office was installed without planning permission, his company sought to back-date approval for the three flagpoles.
Loven, who has a 230-strong company, was criticised by for his anti-woke stance
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In a plea to the council, an agent acting on the company's behalf said: "Net World Sports is proposing to fly several flags on the site of the headquarters.
"Three flag poles flying three separate flags are already in place, therefore this application seeks retrospective advertisement consent for these flags in addition to another two flags. The five flags will be flown interchangeably from the three flagpoles.
"Whilst the text and imagery on each flag varies, the maximum height of the individual letters and symbols will not exceed 56cm. No flags will be internally or externally illuminated."
A council spokesperson said a decision will be made on the planning application at a later date.
