While Ben Shapiro’s media outlet, the Daily Wire, is known for its commentary and big names among conservatives, a recent report has found that its sale of “woke-free” gear is ranking in big dollars.
According to a report from Axios, the company brought in over $22 million last year from selling its shaving gear and merchandise that is deemed to be “woke-free.”
Among the items sold by the Daily Wire are a dog bowl with “leftist tears” written on it and a flask with a quote from former President Ronald Reagan.
The report shared that the biggest contributor to the Daily Wire’s e-commerce business is its Jeremy’s Razors brand, helping its commerce grow to 10% of the outlet’s total revenue.
The shaving brand tells customers to “shave like a man, not a manifesto.” It was launched as a competitor to Harry’s, which pulled its ads from the Daily Wire over political disagreements the company had in 2021.
“We launched Jeremy’s Razors for the same reason we launched a general and kids entertainment business and a news, commentary, and podcasting business: because in order to win, we have to rip the economy in two,” Daily Wire co-CEO Jeremy Boreing told Axios.
Boreing went on to say that the company’s e-commerce strategy was to give consumers an option in the market.
“We have to build market alternatives that, in success, will force the left to take real losses if they don’t compete directly for our business,” he said.
The report shared that Jeremy’s Razors brought in $19 million in revenue for the Daily Wire in 2023, while the remaining $3 million came from its other items.
Besides its “Definition of a Woman” T-shirts and other anti-left merchandise, the Daily Wire also has a cigar brand, Mayflower Cigars. Since launching in November 2023, the brand has brought in $2 million in revenue, a spokesperson shared.
But the biggest boost for the company is its content and hosts, which include Shapiro, Jordan B. Peterson, Michael Knowles, and more.
Thanks to their large fan bases and the content they drive, the e-commerce side of the company has been able to market to a wide variety of potential customers, and the company’s president of consumer products knows it.
“The biggest driver of our conversions is actually our own platform,” Tara Murphy told Axios.