Last week Target was in the news for a clothing line created by the British company Abprallen for its “PRIDE” Collection. While the items being sold by Target did not, apparently, include Satanic messages, Abprallen is known for selling Satanic merchandise. According to Abprallen’s Instagram post on May 9, the company had been approached by Target to design items for the collection and Erik Carnell, the founder and designer, said that it would be an opportunity “to ensure that any young people who saw Abprallen in Target would know that who they are is beautiful, purposeful, and worth expressing.”

The Abprallen website proudly (pun intended) proclaims itself “Independent LGBTQ+ fashion and accessories, designed in London.” It includes a picture of Carnell who identifies as a “gay trans man” and says that the name of the company comes from the German word for ricochet. Carnell says that pastel colors feature prominently in the company’s designs, juxtaposed against images of “skulls and spooky things.” The statement from Carnell closes, “I hope you find something of yourself in Abprallen and embrace the parts of you you’ve been told not to love.”

While the Abprallen items offered by Target included a tote bag, a messenger bag and a sweatshirt, the company’s website says that it specializes in enamel pins and button badges. Most of the enamel pins are a raised fist symbol, but the buttons—more than 150 of them to date—include a variety of messages promoting LGBTQ+. The pastel goth pride collection is the one in which Carnell takes the most pleased—a series that began with a pin featuring a Baphomet head over a twisting ribbon that proclaims “Satan respects pronouns.” By way of explanation, Carnell writes, “Satan Respects Pronouns is a fun way to show your Pride—a lot of LGBT people have found that Christianity hasn’t always been the most welcoming to them and find solace and humor in the idea that Satan would.” That pin design is also available on a t-shirt.

Other items featured on the Abprallen website feature these messages: “Heteronormativity is a plague,” “Witches and wizards love trans people,” “Time’s up for transphobes” and a guillotine over which is a sign that says “Homophobe Headrest.” The company’s homepage says, under the link for the collection of pins, “Wear your truth.”

Therein lies the bottom line, of course—“your truth.” The notion of “your truth” is a denial of the existence of any actual truth, since if there is such a thing as “your truth” there must also be such a thing as “my truth” and truth for many others, and when we all get to choose our own truth there is no truth. I am reminded suddenly of that notable exchange in A Few Good Men when Lt. Kaffee tells Col. Jessep, “I want the truth!” Jessep replies, “You can’t handle the truth!” Erik Carnell, among many others, really cannot handle the truth. In fact, Carnell would replace Jessep’s “You can’t handle the truth!” with “There is no truth!”

Within days of the Abprallen line debuting at Target, the company faced strong backlash. Target’s pride collection reportedly included more than two thousand items, only three of which were from Abprallen—none of which included the Satanic of threatening designs—and supposedly none of which were being marketed to children. The three Abprallen designs included a sweatshirt that was a play on the caduceus with the words “Cure Transphobia, Not Trans People,” a messenger bag that said “We Belong Everywhere” and a tote bag that said “Too Queer for Here.” The suggestion that the products were not marketed to children loses some merit when Carnell, who I understand to be 29 years old, said on Instagram, “I imagined what it would be like for a younger version of myself to see something more specific, more tailor made than a lacklustre rainbow flag. I wanted to create a range that would embrace younger me and tell him that who he is is more than OK, that being trans is special and wonderful and that the closet is not made for him to thrive in.”

Perhaps these products were not marketed to children, but there are plenty of items in Target’s expansive pride collection that are; just visit the website and see for yourself. In fact, some of the clothing items can be found in infant sizes.

I have seldom shopped at Target since its announcement several years ago regarding the use of bathrooms according to one’s gender identity. Of course, it helps that the closest Target to me is more than 100 miles away, too, but when I used to live close to one, I always preferred Target over Wal Mart. I realize that one could find a reason to boycott just about any company these days and I have not been a committed advocate of boycotts. If you decide to boycott Target because of its pride collection and its association with Abprallen in particular, I would certainly understand and support that decision.

What’s not okay, though, is threatening Target employees because of the pride items. On May 24 Target issued a statement that it was pulling some of the items in the pride collection because of threats to employee safety and well-being. There is no place for threatening anyone who works at Target over anything the stores may sell. There have been reports in recent days that Target has lost $9 to $10 billion in market value since attention has been drawn to the Abprallen association, and that’s fine. That’s an appropriate and effective means of communicating displeasure with a company’s choices. Anheuser-Busch has allegedly lost more than $15 billion in market value since its campaign featuring transgender individual Dylan Mulvaney. Also fine. Money, as they say, talks. Let yours speak loud and clear.

While Target’s decision to utilize a designer that has promoted messages that embrace Satan and even suggest, or at least hint at, execution for those opposed to the LGBTQ+ agenda, is deeply concerning to me and deserves whatever financial repercussions it may bring, Carnell’s messages unaffiliated with the Target merchandise are the greater concern. If nothing else, all the hullabaloo over the Target collection will drive more people to the Abprallen website, cause more people to see and purchase the more offensive and controversial items and prompt further looking into what Carnell has to say about the designs. For example, in on Instagram post, Carnell said, “Satan loves you and respects who you are; you’re important and valuable in this world and you deserve to treat yourself with love and respect. LGBT+ people are so often referred to as being a product of Satan or going against God’s will, so fine. We’ll hang with Satan instead. Satanists don’t actually believe in Satan, he is merely used as a symbol of passion, pride, and liberty. He means to you what you need him to mean. So for me, Satan is hope, compassion, equality, and love.”

Therein lies the real target in all of this; Erik Carnell—and others—have targeted the hearts and minds of everyone willing to listen, and young people in particular, with the goal of convincing them that Christianity is not only wrong, it desires to deny them the right to be who they really are. Christianity is wrong and people who oppose homosexual marriage and deny transgender identity are antiquated in their thinking, bigots who need to be reeducated if not eliminated. That is the real target; not selling some t-shirts or tote bags. Adding in that Satan is fun, a symbol of liberty and the one who really respects people for who they are is an eternally dangerous side dish that Carnell is serving up alongside his “be whoever you want to be” buffet.

Make no mistake, Satan is real, and he is thrilled by the notion that people would think that he isn’t. He is equally thrilled by the idea that Carnell or anyone else would suggest that Satan loves and respects them for who they are. Satan does not love anyone. Satan does not know or understand what love is. Satan has no interest in anyone’s wellbeing. His greatest desire is to have as many people as possible spend eternity in hell with him. We know how the story ends; we know he is going to lose. Don’t play games with Satan.

And pray for Erik Carnell.