The Harris-Walz campaign is experiencing a surge in popularity, driven by the viral success of their camouflage caps emblazoned with bright orange lettering. The caps, which have become a must-have item, are flying off the shelves at Unionwear, a New Jersey-based textile factory, where production has ramped up to meet the overwhelming demand.
Mitch Cahn, president of Unionwear, revealed that the company has been inundated with orders, producing nearly 4,000 hats daily to keep up with the craze. “We’ve never seen hats sell this fast,” Cahn said, noting that the excitement surrounding the Harris-Walz ticket has brought new energy to the campaign merchandise business. Prior to Kamala Harris’ entry into the presidential race, campaign merchandise sales had been sluggish. However, the momentum shifted dramatically when Tim Walz, the vice-presidential nominee, was seen wearing the cap on television, causing sales to skyrocket.
The cap’s appeal transcends traditional political merchandise, resonating with a broad audience that includes women, hunters, and Gen-Z trendsetters. The camouflage design, typically popular among outdoor enthusiasts, has found new life as a trendy, ironic fashion statement, particularly among younger voters. The cap’s viral success can be partly attributed to singer Chappell Roan, who sparked a social media frenzy with her own camouflage hat featuring orange lettering that reads “Midwest Princess.” Memes juxtaposing Roan’s hat with the Harris-Walz cap quickly spread online, further boosting the cap’s popularity.
In response to the demand, the Harris campaign released an official version of the cap, marketing it as “the most iconic political hat in America” for $40. This move was seen as another savvy response to the social media trends that have helped define Harris’ campaign. Earlier in the summer, the Democratic hopeful also embraced the “brat green” trend, a color associated with pop star Charli XCX, demonstrating the campaign’s keen awareness of online culture and its ability to connect with younger voters.
Unionwear has sold over 100,000 hats in less than a month, with sales in just one week surpassing what was initially expected for an entire year when Joe Biden was running. The frenzy has led to long hours for factory workers and the purchase of additional sewing machines to keep up with demand.
As the Harris-Walz campaign continues to capture the public’s attention, the viral success of their campaign cap reflects a broader trend of political merchandise intersecting with pop culture, creating a powerful symbol of support that resonates with a diverse and engaged audience.
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