Target stores in the city of San Francisco are selling a t-shirt by a brand ironically called Local Pride that no local would be caught dead in. It says "San Fran" on it with a little smear of rainbow, and both things make me want to spit.

SF Citizen spotted the offending shirt at the City Target on Geary, and SF Gate subsequently found it also at the Mission and Fourth Street store and ran with the headline "Get out your pitchforks because SF Target is selling rainbow 'San Fran' shirts."

If anyone is confused about why this should provoke such rage, try to hear the words said by a Midwestern uncle, casually asking "How are things going out there in San Fran?"

Christ, even a t-shirt that said Frisco wouldn't be half as annoying, because as I've said before, Jack Kerouac enjoyed the abbreviation and so did Herb Caen, who famously said, "The toughest guys on the old S.F. waterfront, neither rubes nor tourists, called it Frisco, and no effete journalist would have tried to correct them... Frisco is okay. It is 'San Fran' that is to be hated."

Anyway, it's just a dumb t-shirt line being sold at a department store, one of dozens with place names on them so that unhip kids can show their "local pride" and/or adopt some cool by association by wearing a "WEHO" or "DTLA" or "Chi" shirt. But shouldn't the designer have done a little more homework before running off a few hundred thousand of these atrocities?

I now yield the floor to the sworn enemies of chain stores.

Previously: BuzzFeed Is Behind This 'Call It Frisco' Campaign