A disgruntled male shopper has demanded Harvey Nichols take down a 'sexist' sign on its shop front.

Rob McGibbon, a writer from Chelsea, London, tweeted a photo of the sign outside the department store directing customers towards the men's department in the basement, which reads: 'Great men go down.'

McGibbon, who blasted the double entendre as 'lewd and offensive', called on the retailer to remove the sign, which he suggested would spark an outcry if women were the subject of the joke.

He said on Twitter the 'anti-sexism debate should go both ways', and accused the London department store of 'casual hypocrisy'.

His argument proved divisive, with many agreeing that the sign would prompt 'uproar' had it been about women, while others pointed out that it was clearly intended as a joke.

Harvey Nichols advertised their men's department - which is in the basement - with the slogan 'great men go down'

Writer Rob McGibbon called the sign 'lewd and offensive' and urged the store to take it down

McGibbon insisted he wasn't taking issue with the joke, rather the 'double standard and casual hypocrisy', and suggested that the store wouldn't advertise the women's department in the same way.

He argued that the same joked wouldn't be made about women and the anti-sexism debate must 'work both ways'

He tweeted: 'I have asked Harvey Nichols to take down its lewd & offensive poster. The anti-sexism debate must work both ways.

'It's not the double entendre that irks me, it's the double standard and casual hypocrisy. Eggshells for all.'

The tweet has had over 350 likes and retweets, and sparked a debate amongst users.

One woman said it shouldn't be taken so seriously and called it 'tongue-in-cheek fun'.

But McGibbon suggested that the same joke - if made about women - would be considered offensive.

A female Twitter user said she thought it was 'tongue in cheek fun', but Rob said her response wouldn't be the same if it was about women

He responded: '''Great Women Get On Their Knees'' is certainly tongue in cheek and true, too. Would that be seen as fun as well?'

Many men agreed with his points, and said there would be 'uproar' if the sign was aimed at women.

One tweeted: 'Maybe it's about time men started complaining about sexism.'

'The double standards is laughable! The outrage this would have cause if it had of been the other way about,' another posted.

Other men found the sign offensive, with one saying there would be 'uproar' if it was about women

The risqué sign has come under fire at a time when sexism is at the top of the global agenda.

The Harvey Weinstein scandal that engulfed Hollywood, and the #MeToo and Time's Up campaigns that followed in the wake of those and subsequent allegations, have sparked widespread conversation and debate around gender equality.

A spokesperson for Harvey Nichols said: 'The signage was designed to direct customers down to our menswear department which occupies the lower two floors of our Knightsbridge store.

'The copy used makes light of the location of the department. On the whole, we have received positive reactions from customers, with many people viewing it in the light-hearted manner it was intended. However, we recognise that our signature tongue-in-cheek humour may not be to everyone's tastes.'