Never underestimate the apathy, ignorance or sheer stupidity of young American consumers, especially the “hip” ones:
…There are a few reasonable explanations for why the Urban Outfitters Romney tees exist, actually. For one thing, Urban Outfitters (which also owns Anthropologie and Free People) is owned by a far-right conservative, Richard Hayne. All that youthful, vaguely hippie-feeling merchandise in his stores? That’s just a way to make some dough – dough that Hayne, in turn, gives to right-wing politicians like Rick Santorum. For Hayne, the young people and lefties who shop in his stores are just chumps to whom he can sell $69 peace-sign tank tops while supporting conservative politics.
Now the company is selling shirts that represent Hayne’s political perspective while appealing to hipsters’ penchant for irony, with slogans like “Mitt Is the Shit” and “2 Legit 2 Mitt.” Ironic conservatism: hilarious(ly stupid)! As Salon’s Mary Elizabeth Williams put it:
What’s revolting about the latest Urban Outfitters gambit is its sneaky ploy of making conservatism seem so uncool it’s cool, all funny and retro and Kelly Kapowski. Which, in turn, is how some doofus winds up using his chest as free advertising for a candidate he’d otherwise never in a million years vote for…