‘Every adventure begins with a cup of coffee’: Black rifle coffee company, reactionary fandom, and the tactical body

Abstract

This article examines the Black Rifle Coffee Company brand, its fans, and its connection to right-wing violence. By incorporating the literature on brand culture and the concepts and tools from fan studies, I show how Black Rifle merchandise develops into wearable symbols of white supremacy and reactionary politics celebrated by a fan culture and integrated into a tactical ensemble. While both Black Rifle’s promotional content and fans’ actions point to how capitalism provides a permission structure for white masculine supremacy, only by combining these approaches do we reveal the tactical body. I argue that the tactical body is a fannish embodiment of white supremacist conspiracy theories and a playful form of political engagement designed to actualize a revenge fantasy of insurrection. While I focus primarily on how Black Rifle fans play out their tactical canon in online and physical spaces, this case study points to a larger trend of tactical brands profiting from white male grievances and political tribalism.