Clothing retailer Urban Outfitters has pulled a T-shirt patterned with the word "depression" after outcry from customers.
Shoppers complained the company was trying to make the mental illness into a fashion statement.
The brand also came under fire in 2010 for selling a T-shirt that read "eat less."
It, too, was subsequently yanked.
"The fact that urban outfitters glamorizes depression/eating disorders really makes me never want to shop there again," one customer tweeted.
"I wonder if @UrbanOutfitters think it's "cool" to have depression or anorexia nervosa? Or is it all about profiting off of mental disorders?" tweeted another.
The shirt, originally marketed for $59, was marked down to $9.99 and is now listed as sold out.
"Hey everyone, we hear you and we are taking the shirt down from the site," the company later said in a tweet.