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.
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.
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.
@realDonaldTrump/Truth Social
@realDonaldTrump/Truth Social