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Gun ownership has become such a popular trend with women consumers, companies developing fashionable “carry-wear” like leggings and handbags with specialized pockets for your gun, mace, and more. There’s even an NRA fashion show for this type of apparel. Manufacturing companies are developing more guns with lighter parts and less recoil, built and designed to fit a woman’s frame. But companies are beginning to use (and perhaps misuse) important feminist issues (like the #MeToo movement, for instance) to sell guns to women.
Following the Pulse massacre in Orlando in 2016, NRA spokeswoman Dana Loesch claimed that calls to ban the most popular rifle among women, the AR-15, constituted a “war on women.” Loesch claimed such calls were aiming to “disarm women.” Countless women gun owners support the idea of women carrying weapons as an empowering act. And it’s certainly empowering for the women boasting success selling “carry-wear” and related merchandise. Alexo Athletics, for example, was founded by former NRATV host Amy Robbins. While Robbins won’t say how much the company generated in sales in 2018, she says last year’s inventory was sold out for five months and sales so far for 2019 are nearly triple last year’s rate.
Alexo isn’t the only company in the retail space selling “tactical” products. At its worst, the industry presents companies like Tactical Baby Gear, which sells camouflage backpacks, harnesses and other accessories for parents who carry guns and infants at the same time. In fact, according to the Bureau of Alcohol, Tobacco, Firearms and Explosives, in 2007 only ten registered sellers had “tactical” in their business names. By 2017, there were 128 such sellers. Why are these businesses seeing a surge in popularity and success? Simon van Zuylen-Wood, author of the above-mentioned Washington Post article, says it’s because they “[get close] to the heart of the tactical mission: to make gun ownership seem both sexy and urgent. To make it seem like it just might save your life.”
While it can provide empowerment to some, and validly so, it can also take a life- maybe your own. This is a reality that should be considered carefully and fully if embarking on the journey to owning a gun. And we should definitely be paying more attention to companies that need to use fear to sell themselves (not just gun-related companies, either).
Above: Tomi Lahren models Alexo’s popular legging in an Instagram photo
Above: Tactical Baby Gear’s Baby Carrier