Make America Fashionable Again: Trump’s Merch Madness

During a speech on a campaign stop July 14 in Pennsylvania, former President Donald Trump was shot in the ear. Trump took a moment before being ushered offstage to pump his fist and yell “fight”, according to CNN. During this intense moment, a photographer standing below Trump captured the entire ordeal. 

By the next day, the photo had been slapped onto t-shirts, sweatshirts and posters that could be purchased and shipped across the nation. The former president used this moment to sensationalize himself, embracing the narrative monetizing him as the man who took a bullet for America. You can drink from a whiskey glass with a bullet going through it — pouring a celebratory beverage for the safety of the former president. 

Trump uses his supporters for money, but to also leave a stamp on political history through his merchandise. His merchandise is loud, patriotic and rugged — which is also his view on how Americans should act. Trump understands his audience to a T — never shying away from a moment to embrace their performative patriotism through personal display. 

Trump fans, die-hard conservatives and even some moderates have emblazoned Trump’s image, celebrating him as the prophetic figure who could shape the country in their vision. Trump fans have always been inclined to show off their allegiance, often using fashion and merchandise as a way to do so. In recent years, the iconic red cap tagged with “Make America Great Again” has become a preserving symbol of Trump’s movement.

Trump transformed the Republican Party when he took control in 2016. His comprehensive influence is translated into what his supporters wear — now, supporters frequently sport more than just the red cap including flags, bumper stickers and even Trump bedding and pillow cases. He’s quite literally everywhere, from the screens people watch to the clothes they wear — following Trumps’ supporters into the polls. 

In 2023, The Trump campaign’s merch store market experienced a 7.1 million dollar jump in sales after the Trump mugshot was released, according to Politico. When a celebrity mugshot is released, most Americans cringe seeing their favorite star in custody. 

When Trump’s mugshot was released, conservatives rallied voters to pour money into his campaign accounts. Trump turned his worst moments into lucrative ones, demonstrating not only the dangers of his rhetoric, but the ways he has been able to grow his power and — quite literally — capitalize on his following. 

Despite his near constant hawking of Trump banded products Trump is not hurting monetarily. In spite of personally owing millions in legal debts, the Associated Press reported his campaign has raised $650 million, according to OpenSecrets. He’s not a man who struggles to pay for his groceries or his bills. And yet, he’s constantly releasing new products, drawing in out even more money from his supporters.

The Harris/Walz campaign have released their own line of merchandise — the camo hat being the most recognizable — but have not reached the point of Trumps’ supporters cult-like attraction towards his merchandise and more. 

During Trump’s speech at the Republican National Convention following the assassination attempt the former president was greeted with applause and cries over the recent injustice performed against him. However, unlike previous instances of violence in presidential politics, Trump’s supporters covered their ears in white gauze as if they themselves had been fired at.

Trump’s supporters have taken support to another level by accessorizing themselves like Trump. They dress themselves up in the clothes he sells to symbolically transmit their love and admiration — something no politician has been able to do before.

Trump fans are inclined to show their support for the former president in the next election, their support is overwhelming and they’re willing to go as far as opening their checkbooks, dumping millions into Trump’s already overflowing pockets. Trump has reformed the Republican Party in no small part  by sculpting his perfect supporters’ look.