Target is in hot water once again, this time over a glaring mistake in its 2025 Pride collection that has both employees and shoppers calling foul.
Launched on June 1 to mark Pride Month, the retailer’s rainbow-themed line is being ripped apart online after people discovered that many of the clothing tags are printed with nonsensical placeholder text, aka “Lorem Ipsum”, that designers typically use to test fonts before finalizing products. This unedited text, meant to be replaced before launch, was found across multiple items like “adult athletic pants” and “adult woven tops,” sparking backlash for what many see as a careless misstep that undercuts the brand’s already shaky relationship with the LGBTQ+ community.
The botched tags have gone viral, with Reddit and social media users posting photos of the error and expressing frustration. “They didn’t finish editing the tags on the Pride merch,” one user wrote, echoing a broader sentiment that Target is treating Pride as a checkbox rather than a cause. Neil Saunders, a retail expert from GlobalData, called it “very sloppy” and said mistakes like this usually don’t happen unless something is seriously rushed or overlooked. Target later admitted the error came from a vendor and promised it is “being addressed.”
It’s not just about bad tags, shoppers are also complaining about fewer products being available this year, and limited access to the Pride range in stores. Many longtime customers are calling this year’s rollout “pathetic,” “low-effort,” and “performative.” One shopper even said the designs looked like they were made in “five minutes by a junior designer or AI.” Others urged people to skip big chains entirely and support local queer creators instead.
This backlash comes at a time when Target’s relationship with the LGBTQ+ community is already strained. The company faced boycotts in 2023 after offering bathing suits for transgender individuals, which led to threats, in-store confrontations, and even bomb scares. That prompted Target to remove some items and move Pride merchandise to the back of its stores. In January 2025, the retailer ended several of its diversity and inclusion programs, including the Racial Equity Action and Change initiative. These decisions have led to a sharp 2.8% drop in year-over-year sales, bringing revenue down to $23.85 billion in Q1 of 2025.
Despite its rocky track record, Target still went ahead with the launch this year, featuring items like “Authentically Me” and “Glowing with Pride” t-shirts, rainbow pet toys, and even themed mini bird figurines. But for many, the tag error was the final straw. “They made this sh** to get our business,” said one user. “Now they’re trying to keep getting our money while denying our humanity.”
Retail analyst Saunders speculates Target might send out corrected tags to stores, but the damage to the brand’s image may already be done. As competition grows and customers demand genuine allyship, sloppy execution like this only fuels the perception that corporations are cashing in on identity without putting in the actual work.
- Trump Says He Saved Ayatollah from “Ugly Death” by Halting Israeli Jets - June 28, 2025
- Teen Arrested for Greg Josephson’s Murder at Brisbane Home - June 28, 2025
- Starbucks New Store Design Brings Back Cozy Cafes - June 28, 2025
