The New York street wear brand Bstroy’s new hoodies are unremarkable at first glance. They come in powder blue, a dark and worn gray, a muted red and a light green. Each one is stamped with collegiate-style block lettering featuring the name of one of four well-known American schools. They look like any other school sweatshirt, until you notice the bullet holes.

The backlash began immediately this week after the company posted photos on Instagram of the bullet-hole-riddled hoodies with the names of schools where dozens of students have died in mass shootings: Columbine, Sandy Hook, Marjory Stoneman Douglas and Virginia Tech.

The photos showcasing the hoodies, which were introduced at a Manhattan fashion show on Friday, drew the ire of those affected by school shootings, along with many others.