Black Rifle Coffee Company, who gladly adored being touted as a sort of “conservative” alternative to coffee giants like Starbucks, managed to post considerably the cringiest video [1] to Twitter on November 18th depicting a faux fashion show that failingly attempted to mock presumably homosexual fashionistas.
Furthermore, outside of the swing-and-miss attempt at comedy, the company has still failed to offer an apology [2] over disparaging comments made about Kyle Rittenhouse.
First, there’s the hack job attempt to garner cheap laughs with the Black Rifle Coffee Company video that presents the faux “Military Uniform Fabulous Fashion Show,” or as the clip stylized it as, “M.U.F.F.” that has the ability to foster second-hand embarrassment.
Seriously, after releasing that video, they should just rebrand themselves as “Black Rifle Cringe Company” – as the jokes (and that is using the term loosely) featured in the video lost their proverbial zing right around the same time everyone in high school agreed to stop frosting their hair-gel suspended tips and wearing JNCO jeans.
Aside from attempts at humor about +20 years later to the joke party, Black Rifle Coffee Company still carries the (coffee) stain left behind regarding a New York Times interview [3] from July of 2021 where company founder Evan Hafer described how he felt about those who supported Kyle Rittenhouse.
“It’s such a repugnant group of people… It’s like the worst of American society, and I got to flush the toilet of some of those people that kind of hijacked portions of the brand,” he said.
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The comments made by Hafer to the New York Times came sometime after Rittenhouse had appeared in a photo posted by Blaze podcaster Elijah Schafer to Twitter that showed the teen wearing a Black Rifle Coffee Company shirt [5], with Schafer captioning the photo with “Kyle Rittenhouse drinks the best coffee in America.”
This also led to an official statement [6] being released by the company that read “We do not sponsor nor do we have a relationship with the 17-year-old facing charges in Kenosha, WI.”
While Black Rifle Coffee Company had enough time to produce and release a sort of homoerotic faux fashion show bit to their Twitter account, they’ve yet to afford any statement toward the officially not guilty Rittenhouse.
This piece was written by Gregory Hoyt on November 20, 2021. It originally appeared in RedVoiceMedia.com [7] and is used by permission.
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