(CBS) — Backlash on backlash. A popular clothing company is apologizing to its pro-life customers for featuring a pro-choice feminist.

Now, both sides are unhappy. CBS 2’s Audrina Bigos reports on how Land’s End backtracked and caused a stir.

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A three-page spread titled “The woman who paved the way,” featured Gloria Steinem.

The printed catalog in which it appeared can’t be retracted, but all traces of Steinem the retailer’s website are gone. Pro-life customers promising to boycott the business are flooding the Land’s End Facebook page. That response prompted the company to apologize.

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“I think the apology goes a real long way,” says Ann Scheidler, vice president of Pro-Life Action League.

The apology is backfiring, too. Some pro-choice customers say they will boycott.

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“Land’s End needs to clear about what they want their brand to represent,” says Dorri McWhorter, executive director of the YWCA of Metropolitan Chicago.