With the wave of Trump disapproving U.S. citizens emerged a whole new resisting economy. Anti-Trump merchandise is gaining momentum every day.

Now fashion designers and craftsmen took advantage of the political climate. The demand for all kinds anti-Trump merchandises is growing initiated a boom among independant retaiilers. Especially as they can take political risks unlike big brands. As Gauss Haus, selling knit “pink pussy hats” on Etsy, puts it, “It was unbelievable. So many people had been inspired by the March, and they were coming to little old me…. I am very quick at my work, but I had so many in one day that I had to pull three all-nighters to get back on track.”

"I Miss Barack": How Small Retailers Resist Trump


T-shirts go viral

The Chicago-based designer Joseph Robinson has made political T-shirts within streetwear line Joe Fresh Goods for years. The last bestseller is “Fuck Donald” capsule collection. “Every time Trump does or says something crazy, T-shirts go on fire,” he says. “And I’m pretty sure he’s gonna give me more ammo every day.” Initially a joking T-shirts became so popular that  now Joseph produces sweatshirts and hats in the same style.  The other Joseph`s shirt that came viral is “Thank You Obama.” Modeled by Chance the Rapper it is sold in Harper’s Bazaar and the Washington Post outlets. And Joseph will not slow down: “My clothes are conversation starters. I feel like it’s my civil duty.”

"I Miss Barack": How Small Retailers Resist Trump


Sthrenthening by supporting immigrants and charity

A New York City-based Lingua Franca is known for its  cashmere sweaters with phrases like “Original Gangsta” or “Old School.” Its owner, Rachelle Hruska MacPherson, sold them to great stars and high-end retailers.  But with Trump coming to presidency, she faced a new demand. Although she “didn’t really have dreams of doing political sweaters,” Rachelle began producing custom-made orders with anti-immigration slogans. Her halfMexican husband and some immigrant employers added fuel to the flame. So, Rachelle released a thouthand  sweaters “I Miss Barack” quickly sold like hotcakes. “We’re backordered on every single color and size,” says Rachelle, “People want them now.”

Rachelle Hruska MacPherson is another entrepreneur who employs immigrants from countries like Mexico, Syria, and Iran.  Thus, Trump`s politics are quiet pressing for her.  “It’s been emotional,” she admits, “there’s a heartbreaking story every day.” An independant designer, she  expresses her opinion on the topical issue through her collection. Moreover, recently she has hired more female immigrants to support and teach refugees how to embroider. Also the difference between market and wholesale price goes into charity founds like Planned Parenthood. “It’s totally changed my life”I feel a deeper connection to everyone buying these… we feel like we’re doing something,” says MacPherson.

"I Miss Barack": How Small Retailers Resist Trump

"I Miss Barack": How Small Retailers Resist Trump

Nobody could imagine that a top from 1975 archival image on the Instagram account Herstory will be so popular. Rachel Berks, the founder of Otherwild, a Los Angeles store representing feminist and LGBT designers, released a batch of “The Future Is Female” tops right after she spotted the image. “I saw there was a need and an interest in this messaging,” said Berks. And she was right. The first portion was sold in a day. Then, she started donating proceeds of sales on charity. The sales specifically grew when the issue of defunding Planned Parenthood took hold in 2016 and during Hillary Clinton’s campaign.


More than just business

And it seems sales in businesess like Berks` one won`t slow down. Especially as they are inspireful and supportive. “In moments where people feel hopeless and helpless, they have this statement to stand and rally behind, but also they know their money is going towards a cause that needs their support,” she explains. “It’s more than just wearing a feminist slogan.”

"I Miss Barack": How Small Retailers Resist Trump

Astoundingly, anti-Trump businesses gather people of different views and backgrounds around current political situation. For entrepreneurs it is a way to express discontent and resist. “I felt more anxious when I felt I wasn’t doing anything,” stresses MacPherson. “I’m just using the tools that I’ve been given to have a voice and speak up against what’s happening.” While the demand for anti-Trump products might decline with time, many would have to shift their lines. Hopefully, their genuinity and passion would help them.

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