Target needs a copy editor. And a fact checker. The retail giant sold (then pulled) a T-shirt emblazoned with a map of greater Boston’s neighborhoods that managed to misspell a couple of key areas: Jamaica Plain became “Jamaca Plain” for example. Worse, Southie morphed into “Southy.” Oh the indignity.
And that wasn’t all: As The Boston Globe, which was first to pick up the news from a Twitter post, pointed out:
Chinatown, Allston, Bay Village, and the North End were nowhere to be found, and a mysterious neighborhood, called “Central,” was inserted just south of Charlestown.
The offending shirt was spotted at a store in Cambridge’s Central Square and fully discussed on Twitter (TWTR).
A spokeswoman told the Globe that the company was sorry for the mistakes and had pulled the offending shirt. She also said the company would pull other flubbed shirts, one of which referred to Mission Hill as “Mission Hills.” Another turned West Roxbury into “West Roxberry.”
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If Target (TGT) wants to honor Boston Pride, it’s got some work to do.
Fortune reached out to the Minneapolis-based retailer for comment and will update this story as needed.