D.C.'s "Kamala-conomy" is booming thanks to Harris merch
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Republic Restoratives' "Madam" whiskey. Photo courtesy of Republic Restoratives
Kamala Harris merchandise has been flying off the shelves since the vice president became the Democratic presidential nominee, creating a sudden "Kamala-conomy" in deep-blue D.C.
Why it matters: Some local business owners say the enthusiasm for Harris, a Howard University alum with longstanding local ties, is driving big spikes in sales and boosting their brands.
Zoom in: Republic Restoratives Distillery in Ivy City is struggling to keep its Madam whiskey stocked, which features Harris on the label and was created three years ago for the VP. Around 500 bottles ($89 a pop) were snagged during nomination week, and the distillery has another 800 pre-orders for the next release on Oct. 7.
- Co-founder and CEO Pia Carusone tells Axios she hired new employees just to fulfill Madam orders, which she expects to be on a waitlist through January. Republic Restoratives has turned its cocktail bar into a packaging room.
- Madam is now its best seller, surpassing its Civic spirit (the "official" vodka of Nationals Park).
Between the lines: D.C. loves its politically themed cocktails. At Union Pub, Capitol Hill's "political sports bar," debate nights have become like the Super Bowl, and Team Harris is winning.
- During the last debate, the bar sold 141 Harris-themed "Coconut Drinks" vs. 22 Trump-themed "Orange Drinks" in its boozy poll. It completely sold out of its "Kamala is brat" sausage special and "Dirty Walz" vodka cocktail during the Democratic National Convention.
- Representatives of the bar say debates boost sales by 50%.
What they're saying: D.C. customers have embraced Harris merch with excitement that surpasses the Obama years, says Tom McMahon, owner of Adams Morgan store Urban Dwell.
- He speculates this is because the Democratic ticket shifted so quickly: "It's almost like you're losing a football game and all of a sudden you get Tom Brady as your quarterback."
- He says Urban Dwell has seen a 10%-15% bump in sales because of its Harris swag, which includes Harris prayer candles, pins, magnets, T-shirts and a mug with her depicted as Rosie the Riveter. (Plus, a life-size cutout for selfies, naturally.)
Shop Made in D.C.'s stores have seen a similar boost: "We can't keep it in stock," says owner Stacey Price of their Harris merch, which has resulted in a 12% sales bump.
- Swag includes tons of "Cat Ladies for Kamala" gear (and cat toys), oven mitts, stickers, tea towels, "Madame President" T-shirts, and coconut-scented candles bearing Harris' face. The group will also host Harris events like poster- and button-making nights.
The intrigue: Washingtonians are eager to literally wear their beliefs on their sleeves because many are involved in politics, and it's a city full of passionate idealists and advocates.
- "It's our backyard," says Price. "We wear our pride like no other. We wear it for our city. We wear it for our candidates."
And it seems the making of such merch is largely a partisan effort: None of the Harris merch sellers Axios spoke with were hawking Trump-Vance products, as they all saw the MAGA campaign platform as against their personal and brand ethos.
Yes, but: The sales phenomenon isn't just local. When the Harris-Walz campaign released its viral camouflage hats, they sold out in 30 minutes with 3,000 orders. Fundraising sales from the hats are now over $2 million.
And Etsy makers are also seeing spikes thanks to Harris merch.
- Rochester, New York-based Etsy seller Brenna McCaffrey typically received an average of seven to 10 orders a day. But after she debuted Harris merch, that increased to 42 orders a day, she tells Axios. (Included in her shop: Sweatshirts with screenshots of Taylor Swift's Harris endorsement, or brat-coded "Childless Cat Lady" swag.)
Plus: "Kamala couture" was everywhere at last week's New York Fashion Week — think coconut tree minidresses, "Cat Lady" sweaters and big fashion names rocking the status symbol-y camo hat.