Fashion has a way of creeping into politics in unexpected ways these days. A single garment worn by a politician or their partner can quickly become a meme or the subject of intense political scrutiny. At the same time, winning over voters now often involves tapping into fashion, popular culture, and current trends. A prime example of this was when, in July, Kamala Harris's campaign staff quickly acknowledged Charli XCX's post on X (formerly Twitter) declaring "Kamala IS brat." This savvy move resonated well with her supporters.
Now, the focus has shifted to the Harris-Walz merchandise with the campaign logo. The latter was unveiled as soon as Democratic Presidential candidate Harris announced her VP pick - Minnesota Governor Tim Walz - on Tuesday at a rally in Philadelphia. The design features a minimalist layout with tall, bold white lettering.
Some commentators noted its striking similarity to the posters from Shirley Chisholm's 1972 presidential campaign. Chisholm, who was the first Black congresswoman and the first Black woman to seek a major party’s presidential nomination, also used all-caps in her campaign materials. Interestingly, the Trump-Vance signs also feature all-caps, leading some to speculate that Harris may have chosen this style as a playful jab, making it harder for them to mock her logo.
The Harris-Walz logo now adorns T-shirts, mugs, and yard signs available on the campaign website, but there's one particular item that's quickly become a favorite among supporters.
The item in question is a camouflage hat with the Harris-Walz logo embroidered in bright orange. The hat seems to be Harris's answer to Donald Trump’s “Make America Great Again” caps.
Despite only being released on Tuesday following the Harris-Walz rally, it has already sold over a million units, with official availability slated for early October. According to the Harris campaign, the hat also generated over $1 million in just 24 hours. The campaign site even touts it as "the most iconic political hat in America."
The choice of camouflage may be a nod to Tim Walz's background as he served for decades in the Army National Guard, and he's also into game-hunting (orange is also a color used by hunters for safety purposes), yet it’s worth noting that, in 2023, Walz signed historic gun safety measures into law.
In a video released on August 6, where Kamala Harris informs Walz of her decision to pick him as her running mate, the Minnesota governor is also seen wearing a similar camo cap, which further fueled the buzz.
Interestingly, online commentators quickly drew comparisons between this hat and one released by Gen Z queer pop star Chappell Roan. Roan’s cap, which was part of the merch for her "Midwest Princess" tour (supporting her album "The Rise and Fall of a Midwest Princess") features the words "Midwest Princess" embroidered in orange on a camo background. Noticing the similarities, the pop singer took to X to ask, "Is this real?"
Whether the camouflage design was a mere coincidence, a metaphorical nod to the battle against political adversaries (especially given Harris's slogan, "When we fight, we win"), or a deliberate homage to pop culture (just like the official Kamala Harris HQ account on X embracing the brat reference and quickly updating their banner to a lime green background, using the same font featured on Charli XCX's album), it was a stroke of genius. The hat amplifies indeed its reach across different demographics and bridges generational gaps in the fight against Trump and JD Vance, appealing to more mature American voters who appreciate the hunting-inspired design and to younger generations drawn to trends (camouflage is making a comeback on the runways, with the latest interpretations seen in Pharrell Williams’ pixelated designs for Louis Vuitton’s men's S/S 24 and A/W 24 runways) and pop culture references.
By echoing Roan's popular design, the hat not only appeals to her fans but also signals a broader cultural alignment between Roan’s audience and the Harris-Walz campaign. In a nutshell, the hat appears to serve a dual purpose - showing support for both Chappell Roan and Kamala Harris and Tim Walz's 2024 White House bid.
The similarities between the two products are unlikely to spark significant copyright tensions, especially if Chappell Roan views the design as a tribute rather than an infringement (and as long as Harris-Walz's design does not directly lift the background pattern from established hunting gear companies' proprietary patterns – remember the 2018 lawsuit between Columbus-based Jordan Outdoor Enterprises and Kanye West's Yeezy Apparel over similar camouflage patterns?).
While it's true that elections aren't won through merchandise alone, in today's world, creating excitement, viral moments, and even a bit of hysteria can be just as crucial as traditional campaigning. A product like this camo hat might resonate more deeply with younger voters than hundreds of rallies could. Just as the "brat" moment showed that Harris’s team is in tune with youth culture, this hat could reinforce the message that the campaign is listening to what young people care about and that their voices will be heard if they vote for the Harris-Walz ticket.
What's particularly striking about this campaign is its speed and its savvy use of popular culture. By borrowing tactics that feel more aligned with brands' drop strategies and by releasing merchandise items that call to mind the products by art collective MSCHF (that grab the attention and generate buzz through posts), Harris and Walz are tapping into the idea that the way to voters' hearts might just be through merchandise that shows a strong connection with popular culture.
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