Editor’s note: A previous version of this article said that Beck claimed the headdress dated from the 1773 Boston Tea Party, which he did not. This story below has been corrected.

Conservative talk show host Glenn Beck stirred controversy after he donned a Native American headdress he claimed was worn during the “first resurrection of the Tea Party,” on the Glenn Beck Program October 6.

Beck and his co-hosts began the segment by denigrating the Seattle City Council’s decision to repeal Columbus Day in favor of Indigenous People’s Day. Beck put on the headdress and said, “I think it works on me. … You just feel more important when you’re wearing the headdress. … Guys, I think we all know who the sane one is here,” he jested.

Beck then explained why he’d brought the headdress into the studio. “This is actually from the first salute or the first resurrection of the Tea Party,” he said. “When the founders went, they dressed to disguise themselves as Native Americans and they dumped the tea away. Around the [turn of the] last century, everybody said, ‘Our country is a little out of control and we should get back to our founding roots.’ This is a headdress from that Tea Party movement that happened in the late 1800s.”

The segment was a pitch for Beck’s Miracles and Massacres museum tours in Dallas, Texas at his Mercury One studios this weekend. The attractions include a four-dimensional World War II exhibit that will simulate the emotion of landing on the beaches of Normandy, according to The Blaze.com.

Once the video circulated on the web, prominent Native Americans berated Beck’s insensitive behavior.

“The reason that Glenn Beck wore a headdress illustrates the lack of respect that he has not just towards indigenous people, but towards basic human decency,” Johnnie Jae, Jiwere-Nutachi and Chahta and managing partner of Native Max Magazine, told ICTMN. “He has consistently taken controversial stances in the past such as claiming that we should be proud to have a slur towards indigenous people used as a team name,” she said.

Tara Zhaabowekwe Houska, Ojibwe and a tribal rights attorney, criticized Beck’s “jocular behavior” and added “headdresses are earned.”

“I wonder if Mr. Beck would be comfortable casually putting on a Medal of Honor while laughingly stating he ‘feels more important’?” she said.

Beck, of course, is not the first celebrity to cause a stir by misappropriating Native American culture. In June, musician Pharrell Williams apologized for wearing a headdress on the cover of Elle UK. “I respect and honor every kind of race, background and culture. I am genuinely sorry,” he said.

Jae said Beck should also apologize, “but he won’t.”

“Beck is about shock value, he’s about ego and more importantly he is determined to uphold the white supremacy of our society,” she said.