Every influencer eventually becomes a merch store
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Tucker Carlson’s “NY Commie” hat | Image: Tucker Carlson Network
Tucker Carlson's online store sells right-wing apparel and home goods, like hoodies in the Supreme streetwear style mocking Somali people or mugs with The Godfather puppetmaster iconography edited to feature AIPAC. But last week, a handful of other products caught the attention of those outside Carlson's typical audience: one is a red and yellow "NY Commie" baseball cap, with a hammer and sickle replacing the "C" (the icon is mirrored to work for the joke); another cap is emblazoned with "Neocons are gay for Israel"; and an "I HEART NICOTINE" mug.
The merch seems to have captured a subset of people whose politics are at odds with Carlson: …
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Tech Entertainment Policy Every influencer eventually becomes a merch store What Tucker Carlson’s ‘NY Commie’ hat says about the merch-filled dream of the content creator. What Tucker Carlson’s ‘NY Commie’ hat says about the merch-filled dream of the content creator. by Mia Sato Mar 10, 2026, 3:26 PM UTC If you buy something from a Verge link, Vox Media may earn a commission. See our ethics statement. Tucker Carlson’s “NY Commie” hat Image: Tucker Carlson Network Mia Sato is features writer with five years of experience covering the companies that shape technology and the people who use their tools. Tucker Carlson’s online store sells right-wing apparel and home goods, like hoodies in the Supreme streetwear style mocking Somali people or mugs with The Godfather puppetmaster iconography edited to feature AIPAC. But last week, a handful of other products caught the attention of those outside Carlson’s typical audience: one is a red and yellow “NY Commie” baseball cap, with a hammer and sickle replacing the “C” (the icon is mirrored to work for the joke); another cap is emblazoned with “Neocons are gay for Israel”; and an “I HEART NICOTINE” mug. The merch seems to have captured a subset of people whose politics are at odds with Carlson: irony-pilled leftists who would rather lean into the right-wing hysteria imagining a Communist takeover of New York than tiptoe around our new mayor, Zohran Mamdani, being a Democratic Socialist. “What are the moral repercussions of buying dope merch from an ontological enemy,” one post on X reads. A video on Instagram with 4.7 million views is captioned, in part, “I need these to hit the thrift stores because as a socialist girlie I cannot support.” (A worker-owned media company already made dupes as part of a “F*ck Tucker Carlson” collection.) Carlson is no stranger to hawking products — he also has a brand of nicotine pouches that he markets as a Zyn alternative, which he sees as a “ladies brand” and too liberal. To be clear, the new...
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