Republican presidential candidate Donald Trump gestures and declares "You're fired!" at a rally in Manchester, New Hampshire, on June 17, 2015. Reuters

For a presidential candidate, "going negative" is almost inevitable, though usually the target is another candidate. On Wednesday, Republican candidate Donald Trump lashed out at Macy’s department store over Twitter.

Trump’s remarks about Mexicans and immigration led Macy’s to drop Trump’s personal clothing line from its shelves and racks. Macy’s announced the company’s split from Trump-brand clothing on Wednesday morning after more than 700,000 signatures had been collected by MoveOn.org asking the retailer to part ways with the real estate mogul. In response, Trump is asking his followers to boycott Macy’s, and called the company “weak on border security & stopping illegal immigration.”

Trump also accused Macy’s of hypocrisy.

Last year, Macy’s reached a settlement with the New York attorney general for $650,000 after 18 customers accused the company of racially profiling them by either falsely accusing them of stealing or attempting to steal from the store. In a statement at the time, Macy’s said the company had a policy against racial profiling.

Announcing the end of the partnership, Macy’s said, “Macy’s is a company that stands for diversity and inclusion. We have no tolerance for discrimination in any form. We welcome all customers, and respect for the dignity of all people is a cornerstone of our culture. We are disappointed and distressed by recent remarks about immigrants from Mexico.”

Trump's clothing line, which has been sold at Macy’s since 2004, will be phased out.

Trump released a statement with his own version of the rupture. “I have decided to terminate my relationship with Macy’s because of the pressure being put on them by outside sources. While selling Trump ties and shirts at Macy’s is a small business in terms of dollar volume, my principles are far more important and therefore much more valuable.”

On Twitter, Trump followers began to express their support, with some posting pictures of a Macy’s card cut in two, another posting a picture of their car in front of a Macy’s store with “#BoycottMacy’s” written on the window.

Macy’s isn’t the only company in a tussle with the Donald since his controversial campaign remarks. “When do we beat Mexico at the border? They're sending people that have lots of problems, and they're bringing those problems with us,’” Trump said two weeks ago in front of Trump Tower in New York. “They're bringing drugs. They're bringing crime. They're rapists. And some, I assume, are good people.”

Univision and NBC both ended their relationship with the billionaire. Neither plans on airing the Miss USA pageant later this month. Trump is suing Univision for half a billion dollars for an alleged breach of contract, saying that he was targeted due to the owner’s support for Democratic candidate Hillary Clinton.

TheWrap.com estimated that the widely criticized comments have cost Trump $50 million.

Even celebrities have jumped in. Latin pop singer Ricky Martin pulled a charity golf tournament he hosts from being held at a Trump-owned golf course, and tweeted, saying “There’s much hatred and ignorance in your heart @realDonaldTrump” in Spanish.

A request for comment and clarification of Macy's position on border security and illegal immigration was not immediately responded to.