Beloved retailer Lands' End just majorly effed up.

For its spring catalog, the brand featured an interview with feminist icon Gloria Steinem, who was selected as part of the company's "Legend Series," which highlights the lives of powerful people who've changed the world.

But on Wednesday, Lands' End pulled the feature after numerous customers vowed to boycott the brand because of Steinem's pro-choice views. Shortly after, the brand posted this statement to their Facebook page:

The decision to pull Steinem was met by more backlash, namely because the interview never mentioned abortion.

One customer called the retailer "cowards."

In addition to erasing any mention of Steinem from the spring catalog, Lands' End also pulled the option to donate to the ERA Coalition Fund For Women's Equality. According to Forbes, "For every shopper who added the ERA Coalition logo to Lands’ End item such as a tote bag, the retailer would donate $3 to the group."

In short, Lands' End: Do better.