Another day, another Target for the Twitter outrage brigade.
The mega retailer, which operates more than 1,800 stores throughout the U.S., drew the ire of social media on Nov. 10 when a new product appeared on its website — a red, green and white knit sweater that reads "OCD: Obsessive Christmas Disorder," AdWeek reports.
The traditional-style "ugly" holiday sweater sells for $22.40 on the store's website, and is available in retail locations, according to Target.
"Hey @target? How about we NOT sell shirts mocking mental illness?" one user tweeted, summing up the general sentiment among those who found the sweater's message offensive.
Twitter users accused the company of "trivializing" mental disorders, while one person wrote that the retailer was "helping to perpetuate the idea that OCD is some sort of quirky trait. It can be totally debilitating."
Others saw humor in the product.
"I bought the new Target OCD Christmas sweater," another user tweeted. "Cleaning instructions: Wash cold. Wash again. Wash again. Again. Iron nine times. Wash."
About 2.2 million people have obsessive-compulsive disorder, according to the National Institute of Mental Health, which says most people are diagnosed with the disorder in their late teens. Severe cases of OCD "can keep a person from working or carrying out normal responsibilities at home," NIMH says.
The Minneapolis-based retailer isn't the first — or the only — company to offer sweaters or other products with the same "OCD" reverse acronym, AdWeek notes. Google turns up at least a dozen different designs with the same phrase slapped on T-shirts, sweaters, refrigerator magnets and coffee mugs.
As for those who campaigned on social media to get the sweater removed, so far their efforts haven't borne fruit. In a statement, Target said the sweater stays.
“We never want to disappoint our guests and we apologize for any discomfort," the company wrote. "We currently do not have plans to remove this sweater.”