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Donald Trump Jr. took to Twitter on Thursday to announce his latest venture: a "non-woke" men's lifestyle magazine called Field Ethos.
According to its website, the magazine aims to revive a "forgotten lifestyle for those who refuse to conform," featuring articles on hunting, fishing, and more, authored by unapologetic "old-school adventurers."
In his statement, Trump Jr. emphasized that Field Ethos would be "unapologetic" in its approach. The magazine, he suggested, seeks to cater to individuals who reject what they perceive as societal pressures to conform to "woke" culture. By celebrating "traditional" pursuits and values, it aims to resonate with those seeking a return to a bygone era.
Trump Jr. made the announcement on Twitter and encouraged his followers to subscribe.
\u201cYes, I\u2019m publishing a non-woke men\u2019s lifestyle magazine. Check it out and subscribe today.\n\nhttps://t.co/waUJUvntGt\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
However, Trump Jr.'s latest announcement did not escape the scrutiny of his critics on Twitter.
Many swiftly dismissed his business venture as another bid to court the GOP-manufactured culture wars.
\u201c@DonaldJTrumpJr The Grift continues , why don\u2019t these people get jobs\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr As if it\u2019s something to be proud of . Keep clinging to your worn out tropes , Gen Z is coming.\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr It will be bankrupt by next year.\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr The grifting never ends\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr What will the articles be about? How to leech off your parents your entire life, and how to cheat on your spouse?\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr I'll read it just to know who to avoid.\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr Riddle me this, Big Guy, if it\u2019s so masculine how come Field Ethos sells mimosa glasses? \n\nObviously the unauthorized Steve Irwin crap is far more gross. But the thought of you GI Joe cosplayers sipping mimosas at a fancy brunch is actually quite precious.\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
\u201c@DonaldJTrumpJr Hopefully it\u2019s as successful as daddy\u2019s vodka, water, and university.\u201d— Donald Trump Jr. (@Donald Trump Jr.) 1684435255
Field Ethos falls under the umbrella of Winning Team Publishing, a company founded by Trump Jr. Winning Team Publishing has already released books such as Letters to Trump—by the former President himself—and has upcoming titles from Fox News personality Jeanine Pirro and failed Arizona GOP gubernatorial candidate Kari Lake.
Trump Jr.'s upcoming tour in Australia, scheduled for July, will focus on what he perceives as "the biggest existential threat" to Western society: cancel culture and "woke identity politics."
Of course, he has waded into the waters of culture war nonsense in recent weeks, at one point urging conservatives to end their boycott of Bud Light after the brand partnered with trans influencer Dylan Mulvaney.
Trump Jr. insisted the company is a supporter of conservative causes and stressed that the company did not participate in the same "woke garbage" as other companies in the beer industry that have supported the LGBTQ+ community.