Firefighters have taken a break from putting out fires to instead create one of their own by raising an inflammatory sign defending masculinity.

Staff at Newtown Fire Station in inner west Sydney were forced to apologise after they updated their sign to read: 'House fires are toxic, our masculinity isn't'.

'The sign was for those concerned there is way too much toxic out there,' the fire station said in an apologetic Facebook post.

'To show there are groups that fight it … Every man needs to be in touch with their feminine side, every woman needs to be in touch with their masculine side.'

Staff at Newtown Fire Station in inner west Sydney were forced to apologise after they updated their sign to read: 'House fires are toxic, our masculinity isn't' (pictured)

Newtown Fire Station: 'Masculinity comes in different forms. Different for everyone. We are constantly redefining what it means to be a man. We strive to be proud men' (pictured, mural at Newtown Fire Station)

The apology went on to say that masculinity came in 'different forms' and was always redefined.

'We are constantly redefining what it means to be a man. We strive to be proud men.

'To achieve this, we try and spread the message about helping others.

'This may be achieved in many ways. Being inclusive, standing up for minorities or those less fortunate, we stand against bullying and unfair labels.'

The sign came on the back of a controversial, high-budget television advertisement from Gillette.

The razor brand tackled subjects of toxic masculinity, violence against women and the #MeToo movement.

'Is this the best a man can get?' asks the narrator in the ad.

'Is it? We can’t hide from it. It’s been going on far too long. We can’t laugh it off. Making the same old excuses.'

While the ambitious ad drew praise for its boldness, it also sparked anger from its critics.

Under the Twitter and Instagram movement #BoycottGillette, customers have openly abandoned their loyalty to the brand.

'Sorry Gillette, but men are not bullies,' one user said.

'Bullies are bullies. Men are men. Enough blaming all men for the actions of some.'

Newtown Fire Station raised the sign as their own response to the advertisement.

Newtown Fire Station's sign came on the back of a controversial, high-budget television advertisement from Gillette (pictured)