10,000 T-shirts have been printed, and prices range between $65 and $95. The manufacturers have received requests from stores in Italy, Israel, Russia and Japan. Marroquín admits that his venture is paradoxical; his father’s image embodies both strength and violence. But he said his aim is to send a message of peace and reflection about his father’s personal history. He told the AP he does not want Escobar to serve as a role model, but should instead be taken as an example of what should never be done again.

Read Related: Growing Up Along Violent Mexican Border Made Me a Better Mom