The genre refuses to embrace the viral star.

The Country music big wigs’ animosity towards Lil Nas X — who lobbied, successfully, for the removal of his viral “Old Town Road” hit from Billboard’s Hot Country Chart because it wasn’t “country” enough — is permeating its predominantly white fanbase, as Lil Nas X’s latest business endeavor has struck a nerve in the community: Capitalizing on his Country persona, he’s inked a deal with Wrangler Jeans.

In Wrangler’s official Instagram post announcing the collaboration, fans have voiced their disdain with the brand, saying that Nas X’s image and rhetoric mock Country and everything it represents.

One user wrote, “Really? Supporting an artist that is so clearly mocking country music and the lifestyle it represents? bad move Wrangler.”

Although Billy Ray Cyrus fully supports and approves of Lil Nas X and “Old Town Road,” given his presence on the track’s remix and starring role in the official music video, fans just can’t quite seem to embrace this figure who doesn’t fit the Country prototype — even though his song, for all intents and purposes, does.

A seemingly idealistic branding venture, given Nas X’s mention of Wrangler in “Old Town Road” and the song’s ubiquity, the clothing line will feature the line “Wrangler on my booty” across the jeans’ backside.

“Old Town Road” is currently is enjoying its seventh week at number-one on Billboard Hot 100.

Check out the collection here.