Montreal Canadiens forward Ivan Demidov has launched his personal apparel brand, ID93, which is named after his jersey number.The line, announced by his agent, Dan Milstein, features simple minimalist designs, including hoodies, t-shirts, and hats made with elite materials and sold via 93demidov.com.However, the debut has sparked a firestorm among Habs fans on X (formerly called Twitter), largely due to perceived low-effort execution and heavy reliance on AI-generated images.One tweeted:"Ai announcement, ai designs, awful."The Great 8 Iron @c77438LINK@HockeyAgent1 Ai announcement, ai designs, awfulAnother chimed in:"Horrible launch. The site is full of AI slop and butched design. Feels like a cheap grift on the Demidov name, this kid doesn’t need this at this point in his career. As an agent, this is the kind of bullshit you should protect him from. Shame on you."Here are some of the other top reactions on X:"Hi Dan, I think this is a great idea but the branding, website and designs are really bad. This could’ve been so much better if there was some effort put into it. Pay people to make it better instead of using AI," a third fan wrote."Demidov needs to be better surrounded, especially in a market like Montreal…" one X user said."Why is he a righty in some designs Dan? I’m all for Ivan promoting himself but it does feel like there was some shortcuts…" another opined."Delete this AI slop. You can do a better job at representing your client's this is pathetically lazy." another chimed in.How has Ivan Demidov fared for the Montreal Canadiens?Ivan Demidov has been in fine form for the Canadiens this season. The 19-year-old rookie forward is riding a three-game point streak after registering three assists in his last three games. Drafted No. 5 overall in the 2024 NHL Draft, Ivan Demidov has accumulated 22 points through six goals and 16 assists in 28 games this season. Meanwhile, the Canadiens sit third in the Atlantic Division with a 15-10-3 record.The Habs host the Tampa Bay Lightning at Bell Centre next on Tuesday.