From Let's Go Brandon to Let's Go Brenda. Trump merch sellers pivot

July 26, 2024 11:55 AM PT

Vincent Scuzzese runs a store in New Jersey named Let’s Go Brandon.

Yes, that Let’s Go Brandon, the pro-Trump mantra gracing Scuzzese’s merchandise — shirts, flags, mugs, makeup compacts and more. There’s a Let’s Go Brandon adult coloring book (subtitle: “The Story of the WORST President in U.S. History”). And for the athletic, a 32-inch Let’s Go Brandon skateboard.

So, what happens now that “Brandon” himself has dropped out of the presidential race and endorsed his second-in-command, Vice President Kamala Harris?

A rebrand.

Scuzzese’s shelves now offer merch with a new motto: Let’s Go Brenda.

“My sales are going nuts,” said Scuzzese, 59, who opened his store in a strip mall off Route 37 in Toms River, N.J., two years ago. “Biden dropped out, but Kamala has the same views — even worse views. She’s more socialist.”

After Biden quit the race Sunday, social media quickly filled with jokes about warehouses full of rotting, deeply discounted anti-Biden merch and Let’s Go Brandon flags flying at half-staff. One meme includes an altered photo of a marquee sign for a different Let’s Go Brandon store; the memester added a fake banner for Spirit Halloween, the seasonal retailer that pops up in empty stores.

But the folks selling anti-Biden swag say they will be just fine, thank you very much.

“Dear Liberal Snowflakes, We appreciate your fan emails and phone calls voicing your concerns in regards to our now ‘useless inventory’ since the Sleepy Joe dropout. We understand that liberals don’t have an IQ of even two digits and have no idea how printing businesses work,” the website for the Let’s Go Brandon Online Shop read on Thursday.

Even if Let’s Go Brenda — the female version of Brandon — catches on, the original slogan doesn’t appear to be going away anytime soon.

The crass catchphrase, which began as a sort-of-but-not-really inside joke among supporters of former President Trump, became so ubiquitous that the Republican National Committee sells its own Brandon-branded beverage koozies, bumper stickers and grilling irons.

“It was a way to signal to other MAGA people that they’re in the club and to signal to the liberals in the community that they’re not welcome,” said Tim Miller, a former RNC spokesman, who left the GOP in 2020 and is now a Trump critic.

“I’m sure there will be plenty of anti-Kamala slogans,” Miller said. But Brandon “might stick around,” he said, like Trump’s Make America Great Again slogan and MAGA acronym, as well as the red hats.

The Let’s Go Brandon jeer came from a viral video of NASCAR driver Brandon Brown being interviewed in October 2021 by an NBC reporter after winning his first Xfinity Series race at the Talladega Superspeedway in Alabama.

In the crowd, people chanted, “F— Joe Biden!” The reporter, apparently trying to cover up the obscenity, suggested they were yelling, “Let’s go, Brandon!”

Let's Go Brandon is an anti-Biden slogan seen on countless flags, shirts and merchandise across the country.

The taunt later inspired pro-Biden memes with a laser-eyed alter ego of the president called Dark Brandon. Although Biden embraced the image and his campaign sold its own Dark Brandon swag, the meme never came close to overtaking Let’s Go Brandon.

Or, for that matter, the vulgar acronym FJB — it means what you think it means — which adorns countless flags and bumper stickers across the country.

Outside the Thunder-Rode motorcyle accessories shop on Route 66 in Kingman, Ariz., owner Jack Alexander flies a flag with an anti-Biden expletive. He’s got some inside, too. They sell well, he said.

For now, he has no plans to get rid of them. Alexander said it does not make sense “to spend a lot of money” on new merch before the party’s nomination becomes official at the Democratic National Convention in Chicago next month.

“We don’t think Harris is going to make it past the convention,” Alexander said. “We feel there’s going to be a war within the Democratic Party because of the non-election process that put her where she is.”

In New Jersey, Scuzzese said sales at the Let’s Go Brandon store have been through the roof since the failed assassination attempt against Trump during a July 13 rally in Butler, Penn. That night, Scuzzese said, he was so busy that he kept his store open long past closing time.

“Before he got shot, people were afraid to wear his hat and put his flags on their house,” Scuzzese said. Afterward, “they were coming in and buying hats and saying, ‘I’m not taking this hat off. I’m wearing it proudly. I hid it for long enough.’”

Scuzzese quickly hawked shirts with the iconic photo of a bloodied Trump raising his fist in front of the American flag. And his Let’s Go Brenda shirts were on the shelves within two days of Biden quitting the race.

Despite Biden’s exit, Scuzzese has no plans, at least for now, to change the name of his business.

And the Let’s Go Brandon phrase itself?

“At least until the election,” Scuzzese said, “it ain’t going nowhere.”