Once a beacon in Toms River, New Jersey, for Trump supporters, the ‘Let’s Go Brandon’ store, recognized for its relentless allegiance to the former President, and its bold mockery of the current administration, is unfortunately closing down. As part of this closure, the symbolic 2006 Ford minibus, a steadfast flagship icon of the store, is being put up for sale. The asking price is $14,999, a caveat for those hoping to own a piece of recent political merchandise history. The minibus, dressed in a grand decal of Trump decked out in aviator sunglasses, an American flag print leather jacket, and firmly holding the US Constitution, bares an optimistic prediction: ‘I’LL BE BACK.’
The minibus, though stripped of all seating to likely maximize symbolic and advertising space, does maintain a hydraulic lift gate adding a quirky touch to this unconventional piece of memorabilia. The proud label on the New Jersey license plate unequivocally declares ‘TRMPWON’, a polarizing sentiment reverberating the owner’s unwavering faith in Trump. Co-owner Vincent Scuzzese is parting ways with this iconic vehicle, not out of disenchantment, but a mere reason of redundancy, as he already owns a similar Trump van.
Interestingly, the physical location of ‘Let’s Go Brandon’ may be shutting down, but its spirit remains undiminished. Citing the loss of their lease as the reason for the closure, the owners have vowed to retain their tart brand identity through an online storefront, ensuring the continuation of their auditory derision for the current administration, namely President Joe Biden and Vice President Kamala Harris.
A deli is projected to assume the vacancy left by ‘Let’s Go Brandon’, but surely without the same contentious charm. Open since April 2022, the store’s raison d’être had been largely loathed by Biden and Harris supporters—which, let’s be honest, has been revealing itself as an increasingly marginal group.
Despite facing closure, the ‘Let’s Go Brandon’ store casts a lingering political shadow as it served as a rallying point for Trump enthusiasts since its inception. The store offered an array of items that oozed pro-Trump sentiment and exhibited palpable disdain for the Biden-Harris administration. Their inventory ranged from iconic MAGA hats to provocative paraphernalia lampooning the current President.
Feeding the fervor of ardent Trump adherents were novelty collectibles like Trump-shaped honey bottles and ‘Trumpy Bears’. While these items might be seen as comedic depictions, their charm was lost on those who did not subscribe to the store’s starkly partisan narrative.
‘Let’s Go Brandon’ T-shirts, embodying the viral phrase and rallying cry against Biden, were probably the store’s most audacious emblem. The phrase skyrocketed to popularity when it was misheard from a crude NASCAR crowd chant against Biden in 2021. The shop’s savvy exploitation of this phrase truly exemplified its abrasive stand against the current administration.
Among the t-shirts and hats, the store brandished items which exuded an arguably unflattering portrayal of VP Kamala Harris. Seen by most as an aggressive marketing technique, it went down well with the store’s loyal customer base who seemed to harbor a shared disdain for her politics.
From the smallest merchandise like bumper stickers and mugs to the more suggestive anti-mainstream media gear, the store left no stones unturned in its critique of Biden-Harris. Critics had argued that the items were heavy-handed in their treatment of Biden and Harris, but this did not dissuade the store’s regular patrons.
Business had been at a peak for ‘Let’s Go Brandon,’ experiencing a significant surge in sales leading up to Trump’s Presidential campaign rally in Wildwood. Much to their chagrin, the store’s abrupt closure brought an end to a robust sales cycle, a testament to the popularity of the former president, or perhaps a reflection of the existing political schism.
From MAGA hats to ‘Let’s Go Brandon’ T-shirts and cowboy hats, the store flaunted its political allegiance without any reservation. Their assortment of merchandise resonated with a certain segment of society that held all but flattering opinions about Joe Biden and Kamala Harris.
Even as the store physically dissolves, what lives on is a bold demonstration of the freedom of expression, as polarizing as it may be. ‘Let’s Go Brandon’, despite its controversial nature, thrived as a site that facilitated open disapproval of the current administration, a freedom not to be abridged, notwithstanding the potential discomfort it brought to those not sharing their view.
Through its shelves stocked with politically-charged items, ‘Let’s Go Brandon’ managed to create a niche and a following. While, indeed, the merchandise may have offended Biden-Harris supporters, one might argue that outlets like these have a crucial role in portraying the diverse, and at times divisive, views held by different segments of society.
Bringing an end to a chapter, the closure of ‘Let’s Go Brandon’ precipitates a void in Toms River, breeding nostalgia among Trump supporters who visited the store. It served as a visceral reminder of the political climate, the passion of the Trump supporters, and their scorn toward the Biden-Harris administration.
Although the brick-and-mortar store is closing down, ‘Let’s Go Brandon’ leaves behind a legacy of blatant, unabashed and, admittedly, confrontational expressions of political opinions. It’s a potent testament to the divisive political climate that prevails, fueled by contrasting views on the performance of Joe Biden and Kamala Harris.
In conclusion, the ‘Let’s Go Brandon’ store was a significant symbol of the fierce political divide in our society. As it transitions online, its departure from the physical realm is a blow to similar establishments that defied political correctness and challenged the status quo of universally approved political dialogues. It remains an enduring emblem of free speech, and its biting critique of Biden and Harris will undeniably continue to provoke the existing political narrative.