Streetwear brand receives grief after debuting sweatshirts inspired by school shootings

Fashion brand Bstroy is facing fierce criticism after it unveiled controversial hoodies that had the names of schools where the deadliest school shootings happened

"You don't even know how it is to live everyday with reminders everywhere you go".

"As a Sandy Hook family, what you are doing here is absolutely disgusting, hurtful, wrong and disrespectful", The memorial page for Vicki Soto, a teacher who died in the Sandy Hook tragedy, wrote. A company is make light of our pain and other's pain for fashion.

"This is disgusting", actress Alyssa Milano simply tweeted.

Bstroy - co-founded by Brick Owens and Dieter Grams - shared a series of pictures on Instagram of models wearing the clothing, which is emblazoned with the likes of "Columbine", "Virginia Tech", "Stoneman Douglas", and "Sandy Hook". "Like the irony of dying violently in a place you considered to be a safe, controlled environment, like school", the printed statement read. "We are reminded all the time of life's fragility, shortness, and unpredictability yet we are also reminded of its infinite potential".

'Nirvana is the goal we hope to reach through meditation and healthy practices that counter our destructive habits. "Samsara is the cycle we must transcend to reach Nirvana". The line is not available for sale on the company's website.

"This SHOULD enrage people".

'So if you want to do art, or if you want to be taken seriously in fashion, unfortunately you have to move to New York, Paris, or a city that's already known for that thing. It was made as part of the group's "Know the Signs" campaign, which urges people to recognize the warning signs and threats that can often precede school shootings and other acts of violence.

"In our video, we show the very bad, painful reality that children across the country face as school shootings become more frequent".

Former Liberal Minister Christopher Pyne, who joined the panel on Wednesday night, said it was the kind of ad that "makes us really glad we've got the laws we've got here".

The Atlanta-based Grams and Owens, whose brand shills $1,000 jeans and a $150 dickey, was hailed in a New York Times profile last week, calling their line "a blend of high-concept pieces".

Bstroy posted this photo on Instagram.

Whether or not this polarizing strategy is successful for Bstroy, however, is yet to be seen. "This is disgusting. You can draw awareness another way but don't you dare make money off of our tragedy", another victim noted.

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