When a St. John's judge ruled Justin Penton didn't break the law by yelling a vulgarity at a reporter, one business decided to change the script.

Living Planet Studio, a screen printing and embroidery business, posted a new shirt to its Facebook page Monday, with the slogan "F--k Him Right In The Patriarchy."

The letters form the same initialism as "F--k her right in the p---y," an internet meme popularized in YouTube videos in 2014 and since shouted at reporters while on camera across North America.

Show of support for reporter

Penton yelled the phrase at NTV reporter Heather Gillis in April 2017, but on Feb. 20, Judge Colin Flynn ruled Penton not guilty of causing a public disturbance.

Living Planet has a different take.

"In light of some local FHRITP to a local newscaster — grab a FHimRightInThePatriarchy tee," the company posted to its Facebook page on Monday.

Allen Walbourne, owner of Living Planet, told CBC's On the Go the company is donating the proceeds from sales of the $15 shirt to an organization like the N.L. Sexual Assault Crisis and Prevention Centre.

"We're in talks with them there now, so basically we're taking all the orders, and all the proceeds are going straight to them."

So far there have been about 30 orders, but Walbourne said interest seems to be growing.

"Every two weeks there's always a new story that's coming out of the news, and we always like to keep on top of it all. And then sometimes if we can make a bit of money for a donation for a centre or something like that, we'd love to do it."