While swimsuit season is upon us, they can't all be winners. 

On Thursday, Canadian-based luxury retailer SSENSE took to Instagram to share photos of an exclusive Holy Trinity Bikini bikini by the brand Praying. The $126 CAD/$100 USD swimsuit received instant backlash form some of the retailer's more than 1 million followers, who accused the look of being "blasphemous."

"This is so disrespectful," one Instagram user wrote, while another added, "This bikini is so offensive and unnecessary. Literally, nobody asked for this."

"Whoever designed this going to hell," another person commented. "This is very disrespectful."

This isn't the first time that Praying has unveiled a controversial or shocking product referencing religion — in fact, they are notorious for it. Earlier this year they shared several product designs, one of which was a dress that reads "God's favourite," and another that reads "Praying."

Praying was created by friends Alex Haddad and Skylar Newman, with the goal of creating something "funny" and "anxiety-driving." 

The brand's flippant take on religion infuses early aughts nostalgia with irreverent but provocative sayings that have gotten their brand noticed. 

"We would always talk about specific brain-dead moments in our lives that gave it meaning, or how an experience, no matter how specific, could give you an understanding of a broader subject and become a principle in your life," Haddad said in an interview with The Face. "Praying isn’t just sitting in a church."

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