Roan isn’t the only one making Realtree camo hats, though. You couldn’t buy a flat white in Dimes Square a few years ago without running into someone wearing a camo hat from the brand Praying printed with the phrase “God’s Favorite.” Is this the first time a presidential campaign’s merch can be traced back to an SSENSE link? I’d wager it is.
The Harris-Walz cap win is made all the more surprising by the fact that sticky political merch has long been former President Donald Trump’s domain. His ketchup-red MAGA hats have become an unmistakable symbol for his campaign, and he’s since expanded into unconventional items like gaudy gold high-top sneakers. That the Democrats are leading with a Realtree camo hat—a pattern many middle-of-the-country right-wingers might like to claim as their own—feels particularly significant. It mirrors what’s happening in the election as Walz, a veteran and former football coach, will surely position himself as a better advocate for Middle American values than his Republican counterparts.
The hat is just the latest evidence that the Harris campaign is taking a much more online approach to its messaging. In recent weeks, the candidate has cozied up to musicians beloved by people who rack up ungodly screen time reports: Before Roan, Harris embraced Charli xcx and her new album’s bratty bright-green branding. It’s only August, but the Harris-Walz ticket has certainly locked up the all-important Bushwick vote with its latest moves.
