In Bellville, Texas, the newly established Trump Burger is a part of a growing conservative consumer movement aiming to carve out an economy that stands apart from what they label the “woke” mainstream. This raises an intriguing question: what exactly are they offering?

Last year, the backlash against Bud Light’s use of a transgender influencer sparked a wave of intense transphobia that resulted in bomb threats at breweries, bar owners pulling Budweiser products from their shelves, and viral videos showcasing individuals pouring Bud Light down the drain. Notably, Kid Rock made headlines by filming himself shooting multiple cases of the beer with a submachine gun.

In response, Ultra Right Beer was launched, promoting itself as a “100% Woke-Free” alternative to Bud Light. This product is part of a larger movement known as the parallel economy, where conservative entrepreneurs are striving to establish a marketplace filled with goods and services that resist progressive cultural elements. This parallel economy is also dubbed the “patriot economy” or the “freedom economy.”

My exploration of this parallel economy has taken me to some eye-opening places. I recall perusing a holiday catalog from the right-wing platform Gab and stumbling upon a candle company selling products adorned with swastikas and racist caricatures of Black individuals. The owner of that company has since faced legal trouble for allegedly threatening a rabbi.

Over the past year, I have been documenting this alternative economy and have captured images of various businesses and products. For instance, there are ForTrump Cookies, a twist on traditional fortune cookies featuring slogans like “CNN is fake news.” Maga Realty, a Florida-based real estate firm, takes a more audacious approach by offering a complimentary AR-15 with every home purchase, while Patriot Mobile claims to be “America’s only Christian conservative wireless provider.”

As I delve deeper into this consumer movement, it’s clear that it’s not just about alternative products; it’s about carving out a unique identity and marketplace that reflect conservative values and push back against what they perceive as an overreach of ‘woke’ ideology. From themed merchandise to consumer goods, the parallel economy is a vivid tapestry of expressions centered around a shared belief system.