Tomi Laren's "Freedom" Clothing Line

About

Tomi Lahren's "Freedom" Clothing Line is an athleisure line created by conservative political commentator Tomi Lahren in collaboration with Alexo Athelica, an athletic clothing distributor known for their leggings featuring a gun holster pocket. The clothing line, aimed at celebrating patriotism, includes star-spangled and camouflage-inspired leggings and sports bras. The clothing line was initially mocked in August 2019 for its similarities to early Tommy Hilfiger marketing and for being made in China.

History

On August 23th, 2019, Alexo Athletica^[2] announced the launch of Tomi Lahren's Freedom line on Twitter (Shown below, left). That same day, Tomi Lahren^[3] promoted the line on Instagram in a post saying, "Some have told me I’m too 'controversial' to have an athleisure line, that conservatives should just stick to politics and Trump cheerleading. My response? Watch me. Introducing Freedom by Tomi Lahren by @alexoathletica full line available now" (shown below, right). The post gained over 70,400 likes in three days.

Alexo Athletica uploaded a promotion video to YouTube which includes a statement about the message behind the line by Tomi Lahren (shown below). The video gained over 43,500 views in three days. Lahren states in the video that she saw a need for patriotic women to be represented in athletic wear.

The Alexo Athletic^[1] site is selling Lahren's "Freedom Star Leggings" and "Freedom Camo leggings" for $89 each. The Freedom Star Bra Top is priced at $52 (shown below). The line also includes tank tops and t-shirts.

Reception

On August 23rd, 2019, Various Twitter users began responding to the line and noticing some inconsistencies and similarities to clothing that has been made before by other clothing lines. Twitter user @RobynElyse^[4] tweeted, "I am shocked, shocked to find out that Tomi Lahren's Athleisure line for women who don't hate America is… Made In China" and included two pictures verifying the claim (shown below, left). The tweet garnered over 2,600 likes and 600 retweets in three days. The next day, Twitter user @ResisTyger^[5] tweeted, "Didn't Tommy Hilfigger do this as a collogne & perfume called Freedom, in 1999?? Sure, did. May the lawyers come knocking" (shown below, center). Many other Twitter users commented on the similar aesthetic to Tommy Hilfiger. Some Twitter users and Instagram commenters showed their support for Lahren. For exampled, Twitter user @RealDesAuburn^[6] tweeted, "The amount of disgusting comments, FROM WOMEN, is deafening! Apparently the left only believes in female empowerment when the woman is on the left @TomiLahren girl how do I order these freedom leggings? Also, proud of you for continuing to do you!" (shown below, right).

Various Examples

Search Interest

External References