Gun rights advocates erupted in predictable outrage Wednesday after the famed denim brand Levi Strauss & Co asked customers not to carry firearms in its stores.

“Providing a safe environment to work and shop is a top priority for us at Levi Strauss & Co,” CEO Chip Bergh wrote Wednesday in a LinkedIn post. “That imperative is quickly challenged, however, when a weapon is carried into one of our stores. Recently, we had an incident in one of our stores where a gun inadvertently went off, injuring the customer who was carrying it.”

ADVERTISEMENT

Bergh noted that as an international brand, the company felt impacted by the attacks in Paris, Nice and Orlando, adding “the presence of firearms in our stores creates an unsettling environment for many of our employees and customers.”

The Levi’s CEO said the company’s policy “boils down to this: You shouldn’t have to be concerned about your safety while shopping for clothes or trying on a pair of jeans.”

2nd Amendment activists took to Twitter calling for a boycott of the brand.

@LEVIS I found that the feminine cut of your mens jeans dont support the bearing of a gun anyway. So no loss for me. — Scott Erskine (@scott090278) November 30, 2016

((( @LEVIS ))) doesn’t want customers bringing guns into their stores. Another reason to avoid these Jew jeans at all costs. #Denim — T-1000⚡️⚡️ (@Metal_Mash1) November 30, 2016

ADVERTISEMENT

Don’t worry @LEVIS. I won’t carry my gun into your store. And I won’t carry my money in there either. Wrangler’s are great! #2a #NRA #guns — John Danneskjold (@JohnDanneskjold) November 30, 2016