Marks and Spencer shoppers have been left horrified after noticing its "Mum" jeans use the American spelling "Mom".
Some loyal customers are even considering ditching M&S all together.
One insulted shopper posted pictures of the jeans, saying: "I saw this abomination in M&S today.
"Marks and Spencer, I kid you not - that bastion of Britishness. I am most insulted.
"When did we start calling our female parents 'mom?' It's 'mUm'. I'm writing to head office."
Other shoppers responded to the post, sharing the same opinion.
One said: "I agree with you 100 per cent. Let's start a petition or should we just go straight to riot level?"
Another chimed in: "They won't get my custom using American terminology."
While one added: "Personally I find it a hideous name for a brand or whatever it is - even if I found a pair I liked with the name I would be unable to purchase them on that basis."
One lady said: "Another Americanism creeping into our language. Like calling everyone 'guys'.
"Women are not guys. We are perpetuating patriarchy by using such terms."
And one lady, from Canada, said: "M&S? What a shock! Pass on my complaints too.
"I will never buy ANYTHING with Mom on it."
But some shoppers came to M&S' defence, saying that the word 'Mom' is universal across the world for the style of jeans.
Mom jeans are high-waisted women's trousers with a baggy fit made popular in the 90s - but now they've made a comeback and are being sold at M&S for £39.50 a pair.
Other customers saw the funny side of the spelling.
One shopper said: "'Mom' is an actual jeans style. Mom jeans are high-waisted women's jeans that were first fashionable in the late 1980s and early 1990s. They've made a comeback."
A second laughed: "I'd keep mum about it, if I were you."
Another said: "Best write to all shops then as they all call that style mom."
While one joked: "I say, mater, bally M&S have got the plebs riled up!"
Some shoppers even argued that Brits also say "Mom" - particularly those living in areas of the Midlands.
One said: "It's only Mum in the South. But, of course, nowhere else matters."
A joker, replying to the critic, laughed: "Correct!"
M&S has been replying to some customers online. The retailer said: "Mom jeans are a style of loose-fitting jeans sold by many different brands.
"This just happens to have become the name for this fit, so we've stuck with it so our customers will recognise it."
Responding the the comments, a member of the M&S team said: "Just like ‘skinny’ and ‘boyfriend’, ‘mom’ is a commonly used jean name which customers search for online. Our £39.50 Mom high waisted jeans, available in a range of colours, are one of our most popular styles
"The commonly use term is ‘mom’ and that is what customers search – we can see this in Google data and in our own internal search data for M&S.com"
