As regular readers of this blog know, I read a lot of stuff from a lot of very different sources. Mostly, I do so in order to find material to post about, but I also do so because I’m retired, curious and have time but no hobbies– and I’m not much for movies and television viewing.
I mention this because, as I’ve continued to skim available media, I have slowly come to a very concerning conclusion: the MAGA, far-Right takeover of this country is a lot farther along than most normal Americans realize. I alluded to that when I posted about the Heritage Foundation’s willingness to put its appalling Plan 2025 in writing, evidently confident that any blowback to its profoundly anti-democratic, anti-American proposals would be offset by the embrace of millions of committed culture warriors.
Once you look around, you can identify numerous examples of just how far MAGA has penetrated. Trump and McConnell accelerated its capture of the federal courts. Faux News and its proliferating clones provide alternate realities to MAGA folks offended by verifiable facts. Americans continue to retreat into selected tribes. In much of Red America, Christian Nationalism has been normalized.
Then, of course, there’s the considerable cowardice of most Republican office-holders; as Liz Cheney recently said, most of the GOP members of Congress know that Trump is a liar and a danger to the Republic, but they are terrified of his supporters–the current base of the Republican Party.
I’ve recently come across more pedestrian examples, and in a way, I find them even more chilling.
The New Republic recently published a column describing Rightwing business startups. These are businesses that deliberately gear their appeal to the MAGA “tribe.” We’ve evidently come a long way from the time that businesses avoided political identification like the plague, believing that “weighing in” on contested political issues posed an unacceptable risk to their brands. (That belief was so BT: before Trump.) The article focused on two companies: the Black Rifle Coffee Company (intended to become the “Starbucks of the Right”) and Nine Line Apparel.
Black Rifle got seed money from one Brandon Herrera,
a gun YouTuber and DIY machine-gun manufacturer known as the “AK Guy.’” Two weeks ago, after forcing the Republican congressman representing Uvalde, Texas, Tony Gonzales, into a runoff after he dared vote for a gun safety bill, Herrera tweeted, “Texas is done with RINOS. The war starts now.”
It also turns out that a“black rifle” is not a rifle that is black. It’s an AR-15 assault rifle.
You may have seen Black Rifle’s logo–Kyle Rittenhouse was photographed in the company’s t-shirt after bailing out of jail for fatally shooting a Black Lives Matter demonstrator. Or maybe you saw it on pictures of the “Zip Tie Guy” during the January 6th insurrection–the guy who was going to use his zip ties as tools to hog-tie “treasonous” senators–who wore a baseball cap featuring a Black Rifle product.
The linked article suggests that Black Rifle is just the leading edge of “a trend of brands that make fascist aesthetics into a central part of their business strategy.”
ONE COMPANY ORGANIZED ON THE BLACK RIFLE MODEL is both more modest (it booked an estimated $36 million in annual revenue in 2023, compared to BRCC’s $300 million) and more immoderate. None of Evan Hafer’s crisis communications–style hedging for Nine Line Apparel. After visiting their website, my feed immediately began filling up with ads picturing images like the Christmas card trollingly circulated by Gen. George S. Patton’s son, also a general, after the revelation of the My Lai massacre. Beside the inscription “Peace on Earth,” it depicted a stack of Vietnamese corpses. He also passed around a picture of himself posing with a polished skull with a bullet hole above the eye. Dad bods can now sport stuff like that on a hoodie for the low, low price of $47.99, less if you join Nine Line’s “Patriots Club.”
Among Nine Line’s products: a Spartan helmet done up in Darth Vader black above the legend “I’m a patriot. Weapons are part of my religion,” a Blue Lives Matter flag identifying the stripe in the center as the “Barrier between community and lawlessness,” and t-shirts proclaiming that “Family/Faith/Friends/Flag/Firearms” are “5 Things You Don’t Mess With” and an Air Force number that boasts “Dropping warheads on foreheads since 1947.”
As the article correctly notes, these enterprises are further confirmation of the willingness of many Americans to divide the moral universe into “two incommensurate categories—us, who are blamelessly pure, and them, who are dangerous pollutants of that purity.”
Or in the inimitable words of their Lord and Savior Donald Trump, they are “vermin.”
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