Popular women’s fashion brand Doen recently took to Instagram to broadcast its financial and moral support for Planned Parenthood. For Giving Tuesday, the company’s Instagram feed featured a black and white photo of the two attractive foundresses holding a banner that read, “Women’s Rights Are Human Rights.”

That a women’s clothing brand might be politically progressive is hardly surprising. Unexpected was the volume of well-reasoned and unapologetic backlash the company received in the comments from its followers, who were mostly young mothers.