Target responded swiftly. Spokesperson Jessica Carlson issued an apology “to anyone who found the sweater offensive,” acknowledging the company’s responsibility to consider how its merchandise affects customers. But the sweater, she said, would remain on shelves. The design had passed internal review, and future decisions would take customer feedback into account.
For some, it was a step in the right direction. For others, it wasn’t enough.
This isn’t the first time Target has faced backlash over controversial clothing. In 2015, it pulled a t-shirt labeled “Trophy” from its racks after customers argued it reduced women to objects. That decision, prompted by public outcry, became a case study in how corporate behavior can shift when customers speak out.
Mental health professionals weighed in, too. Dr. Lena Ortiz, a clinical psychologist specializing in anxiety disorders, stressed the importance of how we use diagnostic terms. “When people hear OCD used as a punchline,” she explained, “they underestimate the severity of the condition—and those who suffer may feel too ashamed or misunderstood to seek help.”
The International OCD Foundation released a statement urging companies to consult mental health experts before using clinical language in marketing. They even offered to collaborate with retailers on awareness campaigns—turning controversy into a chance for education.
Meanwhile, Reign Murphy continued the conversation. Using her growing platform, she shared resources on OCD, encouraged empathy, and answered questions from those curious to understand the disorder better. Her social media became a place for thoughtful discussion and support. “Ask Me Anything” threads sprung up, and people began sharing their stories—not in silence, but in solidarity.
As the holidays go on, the sweater remains on store shelves. But its legacy now stretches beyond retail. Shoppers are more mindful of the impact words can have. Brands are facing pressure to be more thoughtful. And those living with OCD have found their experiences elevated, acknowledged, and respected.
In speaking out, Reign Murphy turned a moment of hurt into a movement for awareness. Her story is a reminder that behind every “clever” slogan, there are real people. And that the true spirit of the season isn’t found in puns—it’s found in compassion, dignity, and understanding.