By Maya Rhodan
Updated: November 10, 2015 10:11 AM ET

Target is marketing one of this season’s Christmas sweaters as “ugly” and some customers agree—but perhaps not for the reason the retail giant had hoped.

Target is selling a red “OCD: Obsessive Christmas Disorder,” sweater, one of a line of “ugly” sweaters designed for trendy holiday parties at which revelers don their dullest duds. But many consumers are upset by the message. Making light of obsessive compulsive disorder—which affects about 2.2 million American adults, according to the National Institute of Mental Health—they say, is not cute or funny.

AdWeek reports that Target is just one of a number of stores that are marketing the phrase this holiday season. A number of consumers also spotted “OCD” items at the restaurant Cracker Barrel.

In an email to TIME, a Target spokesperson said “We never want to disappoint our guests and we apologize for any discomfort. We currently do not have plans to remove this sweater.”

 

Contact us at editors@time.com.

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