School Shooting Hoodies Controversy

On September 13, at a Manhattan fashion show, Bstroy, a New York company, showed off their new product: Hoodies printed with the names of schools that have had the deadliest mass shootings in the U.S. featuring bullet holes. On September 15, the bstroy.us Instagram page posted pictures of models wearing the hoodies. The posts have blown up with negative comments from thousands of people including Fred Guttenberg, whose daughter was killed in the Parkland shooting, and many others who had and did not have connections to people shot in these schools. The sweatshirts have caused a huge controversy, as thousands of people are very angry and offended by the idea.

There are four sweatshirts displayed with the school names written in block lettering: Columbine, Stoneman Douglas, Virginia Tech, and Sandy Hook. They come in dark and worn gray, light blue, red, and light green. 

Some Comments From The Instagram Posts Include: 

“This is just absolutely horrific. A company is making light of our pain and others’ pain for fashion. Selling sweatshirts with our name and bullet holes. Unbelievable.”

"As a victim of Columbine, I am appalled. This is disgusting. You can draw awareness another way but don't you dare make money off of our tragedy."

“Don’t be so lazy that you have to resort to mass shootings on your hoodie for attention like this guy.”

“I hope this company goes bankrupt.... like your soul.”

“What’s the difference between your brand and gun companies? Both are profiting off the murders of kids in schools. At least gun companies are honest - their products kill. You’re profiting but claiming ‘IRONY.’ Yeah. Try again, vultures.”

“Little children were murdered in cold blood and you think it’s a good idea to emblazon a piece of clothing with that? Do you think the parents who lost their babies enjoy seeing a piece of clothing their kids will never grow big enough to fit into with bullet holes in it? Have you no decency? No sense of morality? You should be utterly ashamed of yourselves. Pull this. I beg you.”

Explanations From The Co-Founders:

After receiving all the hate, one of the co-founders of Bstroy, Dieter Grams, said, “We wanted to make a comment on gun violence and the type of gun violence that needs preventative attention and what its origins are, while also empowering the survivors of tragedy through storytelling in the clothes.” He also said, “We are making violent statements.”

Another co-founder, Brick Owens, 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."

The New York Times and CNN have both reached out to Bstroy to get more information and comments on the hoodies. After scrolling through Bstroy’s website, it seems as if they have taken the hoodies down but kept their posts up on Instagram.

By Ella Katz