A photograph on Facebook from September showed Munchel at a political rally in Nashville, draped in an American flag and again wearing the hat. And there was another Facebook photo of him holding a shotgun in front of a television tuned to a Fox News broadcast of a Trump appearance, with a Black Rifle hat visible on a nearby desk. In the 13-page affidavit the bureau filed in support of Munchel’s arrest, the words “handgun” and “shotgun” appear once, “Trump” twice, “Taser” three times and “Black Rifle Coffee Company” four times.
“I would never want my brand to be represented in that way, shape or form,” Hafer said, “because that’s not me.” And yet Black Rifle has made conspicuously little public effort to separate itself from Munchel. This is a sharp departure from its handling of the Rittenhouse incident: Following pressure from the company, Schaffer deleted his tweets, and Hafer released a video statement in which he clarified that while Black Rifle believed “in the Constitution, the Second Amendment, the right to bear arms,” and “that a person is innocent until proven guilty,” the company didn’t sponsor Rittenhouse; “we’re not in the business of profiting from tragedy.”
The limited disavowal triggered fury on the right. “The people that run Black Rifle Coffee are no different than most scammers involved in the conservative grift,” Nick Fuentes, a prominent white-nationalist activist, wrote on Twitter. “They’re giant douche bag posers in flip flops and baseball caps. When push comes to shove they are [expletive] liberals.” Hafer, who is Jewish, was bombarded on social media with anti-Semitic attacks.