Trump uses merch to monetize agenda
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President Trump's political operation is profiting from his flurry of executive orders by hawking gear such as "Make Greenland Great Again," "Gulf of America" and "DOGE" T-shirts, along with the black "dark MAGA" caps worn by Elon Musk.
Why it matters: Trump's team is capitalizing on his loyalists' support for his early moves to help build a $500 million war chest, which will be used to promote his agenda, back favored midterm candidates and potentially help Trump engage in politics for years to come.
Zoom in: Trump's operation has been cashing in on MAGA-themed merchandise since his 2016 campaign. But this fundraising effort is the latest reminder that for Trump, the campaign never ends.
- The black "Make America Great Again" caps that Musk frequently wears have become the Trump team's second-best selling item ever — behind only the red and white MAGA hat, according to a person with direct knowledge of the sales.
- Trump's team has sold $1.6 million worth of black MAGA caps since the election, nearly twice as much as its red counterpart. Musk and his DOGE team are under fire for pushing huge cuts in the federal workforce, but the hats keep selling in Trump's world.
- The caps, which retail for $40, were first sold during the 2024 campaign. Sales took off after Musk wore one at an October rally and declared himself "dark MAGA." Trump's team also sells matching T-shirts and sweatshirts; sales of the T-shirts raised $1.25 million for Trump's 2024 campaign.
- Musk wore a gothic-font version of the black cap at the Conservative Political Action Conference (CPAC) this week. Those have drawn $400,000 in sales since the election.
Newer items being sold by Trump's operation include "DOGE"-themed shirts, with an image of Trump, Musk and the "DOGE dog." They've raked in $111,000 since the election, according to a source familiar with the sales totals.
- Recently issued "Gulf of America" T-shirts also appear to be a hit. They've raked in $24,000 in the past month.
The National Republican Congressional Committee (NRCC) also is tapping into the pro-Trump merch effort.
- The House GOP's campaign arm is selling its own "Gulf of America" T-shirt, complete with an image of an eagle (which has a Trumpian swoop of hair) sipping a beer on a beach chair.
- "Greetings from the Gulf of America," reads the shirt, which sells for $35.
The big picture: Trump's operation has long been adept at tapping into issues that fire up his base and annoy liberals, and turning them into merch his fans can't get enough of.
- His 2020 campaign sold Trump-themed plastic straws as an alternative to more eco-friendly paper straws. The item sold out within hours.
- "These items are based on top-story news, and the Trump operation excels at quickly releasing this merch to hook into the news cycle," said Tim Cameron, a Republican digital strategist.
Between the lines: Launchpad Strategies, a Republican digital firm co-founded by Trump campaign aide Sean Dollman, has had a key role in producing Trump merchandise.
- Trump lieutenants say that when an aide comes up with an idea, they pass it around to fellow staffers for input. If there's agreement, it's sent for production.
- Ideas become gear quickly, often within a few days. After then-President Biden appeared to refer to Trump supporters as "garbage" during the 2024 campaign, Trump campaign aides rushed out T-shirts that said "garbage" on the front.
- The merchandise is advertised to Trump supporters on Facebook and X, and through the operation's email list.
- When a supporter buys a cap, shirt or coffee mug, they're allowing Trump's operation to capture their data — so they can be hit up for donations later.
What's next: Trump aides say they're still determining what the next piece of Trump gear will be.
- "We're going to go after whatever POTUS does next," one adviser said.
