'Pretty much ran its course': Store selling 'Let’s Go Brandon' merch unsure what to do next

31 July 2024

For a number of years, "Let's Go Brandon" was a rallying cry for supporters of former President Donald Trump in attacking President Joe Biden. But now that Biden is no longer running for reelection, the phrase has lost its luster.

This is particularly true for businesses that sell "Let's Go Brandon" merchandise and apparel to MAGA supporters. The Philadelphia Inquirer reported Wednesday that one such store in New Jersey is now at a crossroads following Biden's announcement that he was no longer seeking a second term in office, and the emergence of Vice President Kamala Harris as the presumptive Democratic nominee.

"I mean, we’re not buying any more of the ‘F— Biden’ stuff, because it pretty much ran its course,” store manager Greg Dooner told the Inquirer, adding that "F— Biden" was "great" and his "favorite" category of merchandise. "Maybe we can make one: F— Kamala and F— You For Voting for Her."

The phrase "Let's Go Brandon" dates back to 2021, when a reporter at a NASCAR event interviewing driver Brandon Brown mistakenly heard "F— Joe Biden" chants from the crowd as "Let's Go Brandon." The phrase has since become code for conservatives to disparage Biden, with the Associated Press (AP) calling it a "not-so-secret handshake" among members of Trump's base.

"Unless you are living in a cave, you know what it means,” Republican ad producer Jim Innocenzi told the AP. “But it’s done with a little bit of a class. And if you object and are taking it too seriously, go away.”

Because Biden is still in office, Dooner insisted that he's still a valid target. However, he admitted to the Inquirer that he would be putting the "Let's Go Brandon" merchandise on the discount rack along with apparel in support of Florida Republican Governor Ron DeSantis that reads "Make America Florida." Store owner Vincent Scuzzese — who signed a five-year lease on the store in 2022 — said the store now mostly sells pro-Trump gear, despite anti-Biden items initially being the top sellers.

While Harris is expected to be officially named the 2024 Democratic presidential nominee at the Democratic National Convention in Chicago in a matter of weeks, Scuzzese said he's hesitant to pack his store with anti-Harris merchandise before she's officially nominated.

“We don’t even know if she’s gonna really run, so we don’t know. So I don’t want to go too deep,” Scuzzese said. “Once we know she’s running, it’s a different story.”

While there are other alternative candidates challenging Harris for the nomination— like author Marianne Williamson, who won zero delegates in the 2024 Democratic primaries and caucuses — Harris has already received the endorsement of a majority of pledged delegates, meaning she's all but certain to lock up the nomination. The Democratic National Convention will take place between August 19 and August 22.

Click here to read the Inquirer's article in its entirety (subscription required).

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