Other clothing retailers have come under fire in recent years for exploiting school shootings for fashion.
The brand has been slammed by thousands, including survivors of school mass shootings after images of their Men's Spring 2020 catwalk in NY appeared on Instagram - including a range of hoodies "inspired" by the tragedies.
To make matters worse, the hoodies were riddled with bullet holes.
Comments piled on, calling their work "disgusting", "callous" and "revolting". People seem to want to release hateful energy as a default. "Disgusting", a Marjory Stoneman Douglas survivor named Kyle Kashuv wrote.
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His publisher "has no legitimate claim to Snowden's Earnings, which properly belong to the United States ". "Had Mr. Snowden believed that the government would review his book in good faith, he would have submitted it for review".
As the ad progresses, however, the students appear to be caught up in an all-too-familiar crisis that numerous children across the country have experienced - running from an apparent school shooter in their brand-new sneakers, tying a door closed with the sleeves of a new jacket, or arming themselves with school supplies purchased for art class.
Added user @Kzaenzz, apparently a student at Stoneman Douglas, "My dead classmates dying should not be a f-king fashion statement".
"I urge you to take it down out of respect for the victims, survivors and families", the post continued. "You don't even know how it is to live everyday with reminders everywhere you go".
The designers attempted to unpack their intention in a weird statement on Instagram.
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'Sometimes life can be painfully ironic. "Like the irony of dying violently in a place you consider to be a safe, controlled environment, like school". "We are reminded all the time of life's fragility, shortness and unpredictability yet are also reminded of its infinite potential".
Another person commented: "The fact that u made a sweatshirt with holes in it representing BULLET HOLES from a shooting where children were MURDERED is gruesome".
At a recent pop-up in their hometown, the pair dipped a pair of Nike Air Max Uptempo 95s in concrete, a metaphor for "remaining grounded in your history", wrote the Times.
But we also make it clear that it doesn't have to be this way: "When we teach students to Know the Signs, and empower them to report warning signs to trusted adults, we can prevent school shootings and save lives".
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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".