When Donald Trump first donned the MAGA cap in 2015, it was a simple “Golfer” hat, thus named because it’s just the kind of hat you would wear golfing in the 1980s. (FWIW, the first time he wore one, it was actually a white and blue colorway, not the red and white that would become its signature.) Trump is an ’80s guy through and through, and he’s a golfer—the kind of golfer who tells a raunchy joke on the first tee.
But, by the time you’re at the hot dog cart, he’s said three or four things about women that are so casually chilling, you’ll never forget you heard them—so the hat was a period-specific encapsulation of the man’s vibe. [...] So Trump in 2015, either accidentally or on purpose, chose a particularly outmoded hat to turn into his personal crown. All the same, it caught fire, and his supporters began wearing these terrible-looking caps everywhere.
But somewhere in there, something started happening. Very specifically, the New Era 9FORTY A-Frame hat began to rise. [...] What the A-frame does is take the basic shape and style of the MAGA golfer and give it a makeover. Instead of the schlumpy front panel, it’s got a structured buckram backing, but the signature pinch is still there, just sharp and beaklike now. It has snaps in the back, and a notably high crown. What’s more, the Trump campaign adopted this sleeker styling itself.
After the initial run, they abandoned the lowly golfer. The 2020 campaign hats were essentially New Era 9FORTY knock-offs, and the 2024 campaign hats are like a hallucination of them—they are hats at the same size and scale of a derisive political cartoon. The crowns are comically high, the pinches peaking into the sky. You’ll see this especially in images of Elon Musk in the Oval Office, wearing the kind of goth, ten-gallon ball cap Count Orlok might wear to a Yankee game.
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This is all speculative, of course, but something happened recently that made me think that the cross-penetration between the MAGA movement and hat design in the U.S. is real. Since the start of the 2024 presidential campaign, New Era has debuted a few new A-frame designs. One, released last year, is the 59FIFTY A-frame, a revision of their classic fitted hat silhouette but with a pinched A-frame front panel.
There really isn’t any clearer a metaphor for the way that this movement has seeped into the cultural groundwater than a hundred-year-old company that is known only for making a product that symbolizes the Great American Pastime and that is beloved by wide swaths of the American public, changing its design after 70 years to make it just a little bit more Trumpy.
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the divider that we might imagine to have been built between pop-culture spaces and the MAGA movement has either crumbled or was never really there in the first place. It’s not just evangelical film studios and Taylor Sheridan TV shows. It’s been infrastructure week for the past decade, as elements of this massive movement have been building up strength in the places where we least expect them.
When a thing like this becomes visible, check to see how long it had been there before you noticed. Moreover, ask what that might mean about the idea that this ideology can be laughed out of the room, stigmatized until it slinks away in shame. A few weeks ago, I saw a picture of the president in the Situation Room, monitoring a War in Iran, wearing an A-frame MAGA hat so tall he could have been hiding a neo-conservative Ratatouille under there.
In a way, he was. I’ve seen Kristi Noem waltzing around the “Alligator Alcatraz” concentration camp in a tall white and gold A-frame varietal. As that man and his lieutenants violently wreak their vulgarity upon Los Angeles and Florida and Tehran, the world moves into a new era shaped by his vanity, his venality, his incuriosity, his horrible style. If the hat fits, wear it.