Target has announced its removing certain items from stores and making changes to their LGBTQ+ merchandise nationwide ahead of Pride month, in response to an intense backlash and violent threats.
The decision comes after some customers violently confronted workers over the range.
Target declined to disclose the specific items being removed but it was revealed that the "tuck-friendly" women's swimsuits, designed to allow trans women who have not undergone gender-affirming surgeries, attracted significant attention and controversy.
"Since introducing this year's collection, we've experienced threats impacting our team members' sense of safety and well-being while at work," a Target spokesperson said.
"Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the centre of the most significant confrontational behaviour."
Target is selling two of the brand's items - a $25 slogan sweater with the words 'cure transphobia not trans people' wrapped around a sword, an $18 'too queer for here' tote bag, and a 'we belong everywhere' fanny pack that now appears to be sold out.
Designs by Abprallen, a London-based company that designs and sells occult- and satanic-themed LGBTQ+ clothing and accessories, have also created backlash.
Outrage shifted to one of the designers; Eric Carnell, the British designer behind Abprallen.
Eric shared photos of the collaboration on Instagram.
"These have already got the transphobes infuriated with me and I feel like quite the celebrity to think that they believe this is all some big conspiracy and I have any power to brainwash anyone when I’m just some guy drawing pictures," he said.
The Pride merchandise had been available for sale since early May in preparation for Pride month, which is celebrated in June.
Target's CEO defended the decision to put such a strong emphasis on the collection, telling Fortune's Leadership Next podcast: "When we think about purpose at Target, it’s really about helping all the families, and that ‘all’ word is really important.
"Most of America shops at Target, so we want to do the right thing to support families across the country."
The company also debunked claims on social media that the trans swimsuit which was "tuck friendly" swimwear was marketed for children.
Target and other retailers including Walmart and H&M have been expanding their LGBTQ+ displays to celebrate Pride month for roughly a decade.
This year transgender issues - including gender-affirming health care and participation in sports - have been a divisive topic in state legislatures and the backlash has turned hostile.
