#BoycottRipcurl is ripping its way through social media after the surf and snowwear icon featured a trans activist instead of a biological female.

The company did two things to annoy potential customers. First, it discontinued its relationship with Bethany Hamilton, surfing legend and shark attack survivor. Then, in a (now deleted) social media post, it chose to feature trans-identifying, Ryan Egan (aka Sasha Jane Lowerson).

News of Rip Curl (whose parent company is Kathmandu) choosing Egan to promote women’s surfing in the absence of Hamilton, broke on January 26.