Far right rushes to find new cup of joe after MAGA-friendly Black Rifle Coffee denounces extremists

Far right rushes to find new cup of joe after MAGA-friendly Black Rifle Coffee denounces extremists

Right-wingers are souring on a coffee company that had marketed itself as MAGA in a mug, following an interview several of the company’s founders did with the New York Times Friday. Black Rifle Coffee, a veteran-founded firm that became a darling of the conservative right with self-conscious pro-firearm, pro-military and pro-police branding — as well as an "anti-hipster" message — produces blends like "Silencer Smooth roast" and "AK-47 espresso," earning plaudits over the years from all manner of far-right characters. But during the past year, their logo has been pictured on insurrectionists who invaded the U.S. Capitol building, worn by Kyle Rittenhouse, the Illinois teenager who killed two Black Lives Matter protesters in Wisconsin last summer, and as a recurring theme at nearly every anti-lockdown, anti-mask and anti-vaccine protest during the pandemic. In the New York Times piece , titled "Can the Black Rifle Coffee Company Become the Starbucks of the Right?" the founders of the company attempted to distance themselves from the extremists who have in recent years co-opted the company’s logo and message, and worn it in all manner of situations that they found concerning. "How do you build a cool, kind of irreverent, pro-Second Amendment, pro-America brand in the MAGA era without doubling down on the MAGA movement and also not being called a [expletive] RINO by the MAGA guys?" Evan Hafer, one of Black Rifle’s founders, asked the Times. "I would never want my brand to be represented in that way, shape or form," Hafer […]

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