'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

PUBLISHED: 17:40 EST, 7 May 2013 | UPDATED: 17:52 EST, 7 May 2013

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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Meanwhile 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.'

Brooklyn Industries used Rockaways wreckage for fashion

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while I do sympathize with the fact that many people lost their homes due to the storm I can only ask why are they so furious?? They took a picture of the BEACH, not of the broken houses, not of the debris or the devastation but the BEACH. If they were indeed taking photo shoots of the aforementioned devastation I can understand but they did none of that. Have we as human beings become so sensitive that we can no longer even have nature shots if the town close by had a disaster? Even if it was months ago???

- Namea , Antigua, Antigua and Barbuda, 08/5/2013 17:45

Click to rate Rating 28

It was not a simple beach shoot..for that they did not have to include boarded up buildings, boardwalk remnants, etc..... THEY wwanted to include Sandy destruction. PERIOD...what ever their idea was, I don't know..Perhaps they were saying..we are tough, we are Brooklyn, we are still here...OR they could be going for the quick buck, WHICH I tend to think perhaps, == Terri Bennet is hotter than the models, men or women.

- LauraJP , Groveland Florida, United States, 08/5/2013 17:17

Click to rate Rating 8

Good lord! It's a photo shoot people! Stop with the self-entitlements! Seriously! This is why our government is so screwed up. People want instant gratification from everything. "We don't like that you did a photo shoot here and named a hoodie after our town. We want a part of the profits!" Whiny 2 yr old's..... They are allowed to name their hoodie after that town if they want to. Honestly...

- momtwiceover2002 , Mc, 08/5/2013 16:43

Click to rate Rating 30

....on the other hand..you have to realize people lost their lives....would you all be ok with them posing at the ending of the boston marathon, with rubble all over...or soemthign along the 7/11 London attacks? BUT honestly...WHO cares....right.

- LauraJP , Groveland Florida, United States, 08/5/2013 16:01

Click to rate Rating 6

From the comments here, it seems to me that the British are cold, insensitive, hardhearted, mean, dispirited, poor excuses for human beings.

- Tinman , Emerald City, 08/5/2013 15:51

Click to rate Rating 2

A piece of my heart understands that this is a reminder to those people who suffered great loss due to the storm. But it's like saying no one in Sandy Hook, CT should ever send their 6 year old to school again because of the shootings there. If the use of every area of the world that has once been devasted by a storm was forbidden, there would be complete chaos. This company does not appear to be without empathy. They, too, suffered loss due to Sandy. As the saying goes, life goes on.

- LyndaB , Naugatuck USA, 08/5/2013 15:42

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You'd think Sandy was worse than Katrina or something. Wouldn't be able to tell by watching the MSM. - quiz1 , Detroit MI, 08/5/2013 02:58 Saying that one was worse than the other is silly. Every storm is different and you really can't compare any 2. They were both bad: Katrina was costlier, but Sandy actually impacted a much bigger area in terms of population and square miles since the effects were felt on much of the East Coast. And people that lost everything probably don't care about which one was "worse."

- RMinVA , Alexandria, 08/5/2013 15:31

Click to rate Rating 7

Americans need to get over their idiotic "professional victim" issues. Swallow a spoonful of concrete and htfu, sissies.

- Seranda , Adelaide, Australia, 08/5/2013 13:24

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Wow Americans are a sensitive bunch!

- marlyly , London, 08/5/2013 12:17

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What a load of rubbish. So no one can use the beach anymore then incase it upsets someone! That's the most ridiculous thing I have every heard. perhaps if everyone else followed suit to this fashion photographer then they could start moving forward instead of wallowing in the devastation for years to come

- mel , sunderland, 08/5/2013 10:14

Click to rate Rating 85

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