We’ve updated our K-12 Back to School Supply List. Our first new addition — a bulletproof backpack. Reviews are all around outstanding. Here’s one from a parent of a high school student: “When it comes to backpacks, utility is everything. This bulletproof backpack has the dual-purpose of storage and protection. In light of recent events, I feel a sense of comfort knowing my daughter carries this product with her throughout the school day.”
#safetyfirst #school #backtoschoolshopping #backtoschoolwithheart #schoolsupplies #bookbag #bulletproofbackpack #safetyfirst #protectouryouth #selfprotection #armmewith #gonebutneverforgotten
—July 24, 2018
After the Parkland shooting in February 14, 2018, while schools and teachers were worrying about school safety, parents were also scrambling for ideas on how to keep their children safe. (Ballistic panels, anyone?)Just as they did in the immediate aftermath of the Sandy Hook shooting, sales of bulletproof backpacks skyrocketed.
On February 15th, Amazon.com began notifying its third-party sellers of “soft armor” and “bulletproof” products, that their products had been “re-classified” and that their product sales pages had been removed due to a “Restricted Products” violation. They were notified that they could no longer sell, “body armor, a body armor plate, a tactical vest designed for accommodating body armor plates, or bomb suits.”
The listing of the above GuardDog backpack, as well as products such as armored ballistic panels made by TuffyPacks LLC, was removed.
Our editorial team found that although companies such as GuardDog and TuffyPacks have removed the word “bullet-proof” from their backpack product descriptions, they continue to sell these same products on Amazon under new product listings. The word “bulletproof” has been replaced with“tactical backpacks” and “All in One Security” Backpacks.
A parent’s first instinct is to protect their child from danger and the marketing of bulletproof backpacks directly appeals to parents’ fears. But, when we replace the word “bulletproof” from armored backpack product listings on a site like Amazon, does that normalize our thinking of children as soldiers? Likewise, when states like Louisiana pass bills making it legal for students to carry bulletproof backpacks, does that normalize our thinking of school as a battlefield?
Take heart! Our new 2018–2019 School Supply List will have your child safely covered with another addition — a bulletproof sweater vest. Our Athletic Director has also reached out to Securables™ to explore ordering customized half-zip bulletproof pullovers for all our student athletes featuring last names and the WHGB mascot. We will keep you posted!
#butlerstrong #school #schoolsupplies #backtoschoolwithheart #bulletproofvest #bodyarmor #streetwearfashion #safeandstylish #safetyfirst #protectouryouth #armmewith #goWarriors #schoolspirit #athleticapparel #gonebutneverforgotten
—July 26, 2018
Our bulletproof sweater vest was inspired by this story about Colombian fashion designer Michael Caballero who, for the past 25 years, has been dressing global celebrities, in stylish bulletproof clothing line that shares his name. (Rumor has it that he created President Obama’s 2009 inauguration threads. ) Caballero’s brand is certified by the NIJ (National Institute of Justice), an agency of the US Department of Justice.
Now that parents are snatching up bulletproof backpacks, what’s next? The marketing of bulletproof fashion clothing and school spirit wear?
We were not that far off.
Since the original publication of our story on Instagram, we have learned by way of a Fox News report that in the fall of 2018, Michael Caballero’s company, Mc Armor, will be launching a line of commercially available children and adult products specifically for the U.S. market. The company will is working with pediatricians on the design of its products for the youth market.
Another case of life (sadly) imitating the Orwellian world that we sought to depict in our Instagram world.
Every child has a right to sleep safe & sound during nap-time. For our littlest ones, our district superintendent recommends these cozy, yet bulletproof, blankets. Check your email for a promo code for Serengeti to get an additional 20% off on their ongoing back to school sale. This code can be applied to each of the items we have featured this week!
#butlerstrong #school #preschool #backtoschoolshopping #backtoschoolwithheart #bulletproofblanket #naptime #safeandsound #protectourchildren #letthembelittle #safetyfirst #armmewith #gonebutneverforgotten
—July 27, 2018
Although BODYGUARD Blanket pulled its product from the marketplace and dissolved its company in 2016 following public criticism, is it only a matter of time before bulletproof blankets are reintroduced?
Since publication of our Instagram story, online businesses with names like mykidsarmor.com and Wonder Hoodie have been cropping up. They cater to the parents of young children, and are built on the premise that it is a parent’s job to provide “ballistic chic protection” and “body armor engineered for functionality, for modern, habitual wear, and for peace of mind” to their children when they go to school.
The traditional expectation of school as a place of safety has clearly been thrown out the window, and schools and parents are evermore looking for more protective solutions.
Take Robert Vito, the CEO of Unequal, a company which was making bulletproof vests for law enforcement agencies like the LAPD. He was approached by the principal at his daughter’s school and asked to “design a backpack protection, that the students could put into their backpack, be concealed, innocuous and could be there in the event there was an intruder.” In June, the product that Unequal designed — SafeShield — was gifted to all graduating 8th graders at the St. Cornelius Catholic School in Chadds Ford, Pa.
The media attention this gift received has made SafeShield a popular back-to-school supply this year. According to Vito, “What’s interesting about the orders is that it’s from parents and grandparents, and they’re ordering 5,6,7 at a time.”
In the time that has lapsed since we published our Instagram story, a new nationwide survey of 1,000 U.S. parents of students in grades K-12 was released. It found that nearly three in four (74%) parents are concerned about possible shootings at their children’s school this year and that nearly 1 in 5 American parents have bought bulletproof school gear.
Indeed, at publication time in late August 2018, one of the biggest themes of back to school news stories is the growing number of parents who are taking extra precaution by purchasing bulletproof backpacks and other school supplies. There is clearly a market opportunity here and there are many companies benefitting from it.
