For the second time in less than a month, Urban Outfitters has stopped selling a piece of clothing that has triggered a backlash on social media.
The latest fashion faux pas is a T-shirt for women with "depression" written all over it.
The shirt prompted anger on Twitter.
- lottie 226 DAYS (@juiceboxdan) January 5, 2014
Urban Outfitters have made a depression t-shirt. Well done, you've made it even harder for people genuinely suffering to be taken seriously. - chloe (@yeshomo_) January 5, 2014
Many commenters are comparing the shirt to a women's V-neck with the words "Eat Less" Urban Outfitters sold in 2010.
The company responded over the weekend by halting sales of the shirt, which was only sold online, and went on social media to apologize for the shirt.
Hey everyone, we hear you and we are taking the shirt down from the site.
- Urban Outfitters (@UrbanOutfitters) January 5, 2014
Urban Outfitters also tweeted, "We were trying to support a small brand, not glamorize mental illness in any way."
The company, which did not return phone calls to ABC News, was criticized earlier this month for a socks irreverently featuring the Hindu deity Ganesh and stopped sales of the socks.
Philadelphia based Urban Outfitters is no stranger to controversy. The company has printed shirts that offended Jews with a Holocaust-like Jewish star, and a St. Patrick's Day shirt that read "Kiss me I'm drunk, or Irish, or whatever."
The depression shirt was created by a small Singaporean clothing line named "Depression."
"I was shocked that after one T-shirt people jumped to this conclusion," Kenny Lim, co-founder of Depression told ABC News. "We make happy clothes," he said.
Lim, 37, and his business partner Andrew Loh came up with the name of the company after they left unhappy jobs in advertising to start the clothing venture.
"I got very depressed at work," Lim told ABC News. "The clothing line is a reminder that we can be happy every day when we go to work."
Lim said the shirt was simply their logo printed on the T-shirt. He said he's never gotten this kind of reaction since starting the company in 2006.
"I just think we are being misunderstood," Lim said. "I just want the focus to be on the brand."
Lim said the shirt was designed 6 or 8 months ago for men and it sold out in Singapore. Urban Outfitters then approached Depression about making a women's cut off tee.
When asked if his company will continue production on shirts like this, Lim said "I think it's best we don't make it anymore."