Originally published July 17, 2021. Updated November 8, 2021 and April 21, 2022.
Kyle Responds to Black Rifle Coffee Company T-Shirt Situation
On December 6th, 2021, Kyle Rittenhouse was interviewed by Elijah Schaffer and Sydney Watson on the YouTube podcast You Are Here. Kyle was asked about his thoughts on Black Rifle Coffee following the disavowal from BRCC executives.
“I like Black Rifle Coffee, I think they have good coffee…and it was a f*cking t-shirt people. Geezus. Why does everything have to be so polarizing? It was a t-shirt that was picked up off a clearance rack…”
Elijah Shaeffer apologized for connecting Kyle with the coffee company in the original tweet. Kyle shook his head in playful disgust.
Co-host Sydney Watson asked Kyle if he would start his own coffee company, “you could start a coffee company and all the people that now hate Black Rifle Coffee will come support you…”
Kyle looked over at Elijah and said, “Elijah, would you sponsor me?”
Elijah responded, “people would buy your coffee”.
Result of Rittenhouse’s Murder Trial: Not Guilty
Kyle Rittenhouse was found not guilty on November 19th, 2021 on all counts by a jury in Kenosha, Wisconsin. Rittenhouse was on trial for fatally shooting two men and injuring a third in Kenosha. The shooting took place during the BLM riots of 2020.
What is Kyle doing in 2022?
After the trial, one of Rittenhouse’s attorneys said he would be relocating to another part of the country.
Kyle created a Twitter account in December 2021 as part of his new public persona. According to the bio, the new account is managed by both Kyle and his team.
He launched The Media Accountability Project (TMAP) in February of 2022. On the website footer, TMAP describes the purpose of the organization:
“The Media Accountability Project LLC d/b/a “TMAP” is a Nevada Limited Liability Company organized to assist Kyle Rittenhouse with legal costs associated with holding the media accountable for publishing inaccurate and defamatory statements. In addition, The Media Accountability Project was established to promote fair and accurate reporting across all journalistic mediums.”
Kyle was interviewed by several prominent media figures and conservative pundits following his acquittal. Tucker Carlson, Glenn Beck, Charlie Dirk and Steven Crowder all had long-form discussions with the acquitted young man. The final interview posted by Kyle’s team to his organization’s website is dated February 16th and was done by conservative political activist and podcaster, David Harris Jr.
What is Black Rifle Coffee doing in 2022?
The Black Rifle Coffee Company has grown significantly since last summer. In 2021, BRCC netted $233.1 million in total revenue, up from $8 million the previous year. The company went public in February of 2022, with shares hitting highs in April of $30/share.
CEO Evan Hafer said Texas is their primary focus for franchise locations. BRCC hopes to open between 20 and 25 physical locations by the end of 2022, with half of those being in the state of Texas.
BRCC’s publication wing Coffee or Die is doing journalism in wartime Ukraine. According to a report by NiemanLab, Coffee or Die has a team of 20 full-time staffers writing news and stories. They have published articles and videos on the ground from Ukraine, with headlines including Dispatch: Life Carries On In Wartime Ukraine.
Senior editor Ethan Rocke sees the publication views itself as a way to bring the “bro-vet” and “woke-vet” segments of military subculture together, “We try to find those things that more left-leaning or right-leaning outlets might avoid, or would have a hard time serving to their audience”.
New York Times Reports on Black Rifle Coffee Distancing from Kyle Rittenhouse
Original reporting from July 17, 2021
In a new interview with the New York Times, Black Rifle Coffee Company got candid about a number of subjects, including the January 6th protests, the Proud Boys, and most prominently teen Kyle Rittenhouse, who shot violent rioters during the Summer of 2020. Many right-wing voices consider the interview to be slighting.
Rittenhouse, hailed as a hero by much of the right, fatally shot two violent proponents of Marxist BLM last year as he was defending himself. The teen was charged with killing both, but thanks to an influx of donations from conservatives, he was released in November on a $2M bond.
Shortly after his release, a photo with Rittenhouse wearing a Black Rifle Coffee shirt was posted to Twitter by Elijah Schaffer, a Blaze contributor, and host of the Slightly Offensive podcast. The caption reads, “Kyle Rittenhouse drinks the best coffee in America @BlckRifleCoffee.”
Here is a screengrab:
But shortly after the tweet, Black Rifle petitioned Elijah Schaffer to delete the photo, according to the NYT. Schaffer eventually did. Once the tweet was deleted, a company executive released a video explaining, “we’re not in the business of profiting from tragedy.”
At the time, some influential conservatives were disappointed by the company’s actions, seeing the response as a slight to Rittenhouse, who many view as one of the only people willing to stand up to the BLM mob’s terror in U.S. streets.
And it was terrorism. It was burning businesses, beating elderly folks, and looting private property. In too many American cities, the government did next to nothing to stop it; countless violent criminals remain at large. But Rittenhouse stood up when most locked their doors and stayed inside.
The partially anti-Rittenhouse stance by the company, claiming to represent the right to bear, keep, and use arms in self-defense, did not go over well.
The company told the NYT that the Rittenhouse debacle cost it thousands of users.
Now, in the wake of the Capitol protest on January 6th, which also featured negative brand recognition for Black Rifle, the company is aiming to further distance itself from certain groups. Here’s what Black Rifle chief executive Evan Hafer said about the folks who were disheartened by the Rittenhouse reaction:
“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.”
Hafer also shared to the New York Times his thoughts when it comes to the ‘Proud Boy-ish’ style of customer, which came off as extremely vague and a bit elitist:
“The racism [expletive] really pisses me off … I hate racist, Proud Boy-ish people. Like, I’ll pay them to leave my customer base. I would gladly chop all of those people out of my [expletive] customer database and pay them to get the [expletive] out.”
Hafer appears to be buying right into the New York Times’ view that ‘Proud Boy-ish’ kinds of people — many of them Black Rifle customers — are inherently racist.
Of course none of us conservatives like racists. The small groups of right-wingers who ARE racist make it tougher for our message to succeed and thrive.
But these kinds of statements won’t help anyone… and many conservatives, including Mike Cernovich, have taken to Twitter to share that view:
John Cardillo, a NewsMax TV host, went on with a joke regarding the company’s seemingly ‘inclusive’ mission:
Another Twitter user chimed in, saying Black Rifle has that ‘liberal flavor’ to it:
Check back in for the latest news and updates. Here is a collection of stories on Kyle Rittenhouse:
- WATCH: Kyle Rittenhouse’s Mom SLAMS Biden for Defamation
- WATCH: Joy Reid MELTS DOWN, Compares Kyle Rittenhouse to a SLAVE CATCHER
- Judge GRILLS Prosecutor as Emotional, Brave Kyle Rittenhouse Defends Himself in Court (GRAPHIC)