'Thoughtless' New York fashion brand comes under fire for 'reminding everyone of the s**t they went through' with post-Sandy shoot at Rockaway Beach
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Brooklyn Industries, a New York-based brand known for its $34 T-shirts bearing the borough’s name, has come under fire from Hurricane Sandy-devastated locals after a new campaign used the ruined Rockaway beach as its backdrop.
The retailer's new summer line, which also features a cotton pullover titled 'Rockaway,' was photographed on the Long Island shoreline where hundreds of people lost their homes and businesses.
An irked local named Donna commented on the campaign, which was originally posted on news website Brokelyn: 'I am from Rockaway and the pictures are just reminding everyone of the s**t they went through and continue to go through. Thumbs down to Brooklyn Industries.'
Bad judgment call? Brooklyn Industries, a New York-based brand known for its $34 T-shirts bearing the borough's name, has come under fire from Hurricane Sandy-devastated locals
Many customers felt it was incentive for the retailer to name a T-shirt 'Rockaway,' where 100per cent of profits go to the company - rather than to a charity benefiting those affected by the hurricane.
One woman, Kara, commented: 'Most Rockaway folks are too broke from putting their houses and lives back together to pay $68 for a hoodie.'
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ShareMeanwhile an anonymous reader, whose family had to evacuate from Gerritsen Beach after the storm ripped through New York last year, remarked: 'This lookbook is thoughtless. Frolicking amongst the ruins of the boardwalk while residents mourn - not their fun memories on it - but the protection it provided?
She continued: 'Naming a product after Rockaway and not sharing any profits is exploitative and disgusting.'
Fashion faux pas: The retailer's new summer line, which also features a cotton pullover titled 'Rockaway,' was photographed along the Long Island shoreline where hundreds of people lost their homes and business
Rubbed the wrong way: An irked local named Donna commented on the lookbook, saying, 'I am from Rockaway and the pictures are just reminding everyone of the s**t they went through and continue to go through'
Social responsibility: Brooklyn Industries was honored in 2009 as a Green Power Pioneer for recognition of its commitment to using 100per cent wind power in its stores
Brooklyn Industries, which recently opened an outlet store in Brooklyn's Bay Ridge, selling slow-moving sale items from its 16 full-price stores, was founded by artist Lexy Funk in 1998.
With an emphasis on social responsibility, the company was honored in 2009 as a Green Power Pioneer by ConEdison Solutions and Community Energy, Inc., recognized for its commitment to using 100per cent wind power in stores.
Ms Funk, who was named Ernst & Young Entrepreneur of the Year in the Metro NY Retail, Distribution and Manufacturing category in 2010, defended her decision to shoot the brand's new summer line on Rockaway beach.
'We chose to shoot our summer campaign in the Far Rockaway not to exploit the local community or to seek profit from Sandy. . . We believe that we can bring attention to the neighborhoods that we shoot in and create something positive.'
Fifteen years strong: The fashion company, which recently opened an outlet store in Brooklyn's Bay Ridge, selling slow-moving sale items from its 16 full-price stores, was founded by artist Lexy Funk in 1998
Charged with thoughtlessness: Many customers felt it was incentive for the retailer to name a T-shirt 'Rockaway,' where 100per cent of profits go to the company - rather than to a charity benefiting those affected by the hurricane
Come a long way: Brooklyn Industries tarted out as a line of messenger bags made from old vinyl billboards, and has evolved to encompass clothing, handbags, and accessories
The CEO also tackles accusations of insensitivity in the name of money-making.
'As to the profit motive, this is far from the truth,' she explained. 'Sandy directly impacted us as a company. Four of our stores were closed for over a week, our offices were without heat for almost a month. We lost over a week’s worth of revenue which meant that we had a loss for the year.
'Despite our large presence in New York, we are a small company and really exposed to a natural disaster such as Sandy. If we can put the hipster narrative aside, perhaps we can all work together to do and say something positive. As I truly believe healthy positive communities can overcome countless disasters.'
But this explanation didn't fly with some New Yorkers.
Upsetting: One customer said, 'This lookbook is thoughtless. Frolicking amongst the ruins of the boardwalk while residents mourn - not their fun memories on it - but the protection it provided?'
Sad reminder: Rockaway local, Terri Bennett, said he was hurt by the T-shirt 'named after a neighborhood that was nearly completely destroyed by the storm, where up to 1/5th of residents cannot return home'
In defense: CEO Lexy Funk defended the choice to shoot the lookbook in Rockaway beach, saying, 'We believe that we can bring attention to the neighborhoods that we shoot in and create something positive'
Rockaway local, Terri Bennett, revealed he was hurt by the brand's T-shirt 'named after a neighborhood that was nearly completely destroyed by the storm, where 4, 5, 6 months later up to 1/5th of residents cannot return home because their homes are destroyed.'
He continued: 'Since you cannot take back the poor decision to do the photo shoot here, either pull the name of your shirt and change THAT or donate proceeds from items named after a neighborhood in trauma TO that neighborhood.
'I’m sorry you lost a week of revenue. Many lost their entire businesses, their homes, and some lost their lives.'
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