Self-described "neo-native" post-apocalypse streetwear brand Bstroy launched its fall fashion line this week and immediately drew criticism over its line of men’s hoodies.
Among the designs were four that depicted school shootings, according to Paper, including Columbine, Virginia Tech, Sandy Hook, and Stoneman Douglas.
Along with the name of the schools, the sweatshirts were riddled with bullet holes.
Bstroy shared photos of models sporting the hoodies on Instagram, which caused outrage among users on various social media platforms.
"Putting bullet holes in school sweaters isn't shining light on an issue," wrote Twitter user @bibbygregory. "It's being provocative for the sake of being provocative. And that's not very provocative. It's not artistic. It lacks refinement. It lacks intelligence. It lacks design skill. It is lazy at best."
On Instagram, one individual commented, "This is REPULSIVE,” while yet another user said, "I am absolutely revolted.”
The fashion brand issued an “artist statement” describing the collection, which said: "Sometimes life can be painfully ironic. Like the irony of dying violently in a place you considered to be a safe, controlled environment, like school. We are reminded all the time of life's fragility, shortness, and unpredictability yet we are also reminded of its infinite potential."
Fred Guttenberg, whose daughter Jaime was killed during the mass school shooting in Parkland, Florida, last year, blasted the hoodies on Twitter, writing, “Under what scenario could somebody think this was a good idea? This has me so upset.”