Insights on the Modern Influencer Economy from Tucker Carlson’s Controversial Merchandise.
Tucker Carlson’s online shop features a range of right-leaning apparel and home goods, including hoodies that poke fun at Somali people and mugs with altered Godfather imagery. Recently, however, a few items have drawn attention from outside his usual fanbase: a red and yellow “NY Commie” baseball cap with a hammer and sickle cleverly replacing the “C,” another cap that reads “Neocons are gay for Israel,” and an “I HEART NICOTINE” mug.
This merchandise seems to resonate with a niche group of irony-loving leftists who are more inclined to embrace the right-wing panic over a supposed Communist takeover of New York than to shy away from the fact that the new mayor, Zohran Mamdani, identifies as a Democratic Socialist. One post on social media questions the ethics of purchasing merchandise from an ideological adversary, while a viral video with millions of views expresses a desire to find these items in thrift stores, humorously noting that as a socialist, supporting Carlson is off the table. A worker-owned media company has even created knockoffs as part of a “F*ck Tucker Carlson” collection.
Carlson is no stranger to selling products; he also promotes a brand of nicotine pouches that he considers a more feminine alternative to Zyn. The new “fire” merchandise that some say “goes kinda hard” is a curious addition to a specific corner of the internet. While it’s unlikely that progressives are flocking to buy from Carlson’s store, this situation highlights a trend I’ve been wanting to explore: for influencers and content creators, becoming a seller of branded physical goods can be a lucrative move.
Now that he’s out of Fox News, Carlson is grinding away in the digital content space, mingling with controversial figures and enticing viewers to share snippets of his podcast where he appears more reasonable. He produces lengthy video podcasts and shares discount codes for anti-woke coffee and financial services. Viral merchandise is the next logical step in this evolution.
Despite the label of “content creator,” it’s often not the organic content—like Reels, photos, or tweets—that generates income. Instead, it’s the brand partnerships, mid-roll ads, and increasingly, the merchandise that keeps the lights on. Take MrBeast, for example; while his flashy videos may not be profitable, his food product line, which includes gummy snacks and chocolate bars, is thriving. An executive from his company noted that the content side serves as a marketing investment for everything else they do. Creating videos week after week is labor-intensive, but selling candy doesn’t require his personal involvement every time. The videos serve as promotional tools for his snack line, TV show, and financial app.
Influencers often leverage their social media followings to launch new ventures. Many creators, dissatisfied with merely earning affiliate commissions, eventually start selling their own products. Beauty influencers create makeup lines, lifestyle gurus market matcha, fitness YouTubers launch activewear brands, and podcast hosts promote protein drinks. Khaby Lame, the top TikToker, recently signed a massive deal allowing a Chinese e-commerce company to use his likeness to sell beauty, fragrance, and apparel products. This arrangement exemplifies the creator economy’s potential: by temporarily relinquishing control of his image, Lame can operate as a salesperson independent of his personal identity, monetizing the trust he’s built with his audience.
Merchandise is also a key component of the MAGA movement, with the iconic red “Make America Great Again” hat symbolizing this era. Right-wing agitator Nick Shirley, whose viral video alleging fraud in Minneapolis led to federal intervention, quickly pivoted to selling merchandise that mocks his critics. He continues to expand his offerings, including a hoodie that reads “Support independent journalism,” which he promotes relentlessly. The Trump Organization has also sought to clamp down on unauthorized merchandise after years of MAGA hats and apparel flooding e-commerce sites. Donald Trump embodies the dual role of content creator and political figure; he would likely brand anything if it meant making a profit.
Returning to Carlson’s controversial merchandise, his team did not respond to inquiries about the designs or any notable sales increases. The irony of items like the “NY Commie” hat appeals to both those who genuinely believe New York has succumbed to radicals and members of the Brooklyn DSA. Ultimately, it doesn’t matter if Carlson sells these hats to the latter; what counts is that they’ve noticed and found it amusing, sharing it in group chats with reactions like, “Someone cooked here.” Just as political figures adapt their messaging, Carlson’s merch serves as a way to connect with online communities that might otherwise reject him. By tapping into the audience’s desire for conspicuous consumption, Carlson is working to establish his presence among a new demographic. The message has reached its target audience—you don’t even need to watch his videos to get it.
