Meet David Lassoff, manager of California-based IncredibleGifts, manufacturer of novelty items including unofficial “Make America Great Again” hats which, amusingly, are infinitely better looking than the “official” version, available at “shop.donaldjtrump.com”.
David has a problem on his hands.
See, IncredibleGifts imports its red hats from China. The only thing “American” about Lassoff’s MAGA headgear is the white stitching which, I guess, he couldn’t convince the Chinese to do for him.
But now, thanks to Trump’s tariffs, the cost of those red hates is set to skyrocket.
According to ABC News, to whom David spoke about his predicament, his Chinese suppliers are “nervous” about the tariffs and could raise prices on him. That means that IncredibleGifts is about to find itself in the same “deplorable” situation as other American companies: having to choose between lower margins or passing the costs on to consumers.
Lassoff doesn’t have much flexibility in that regard because, according to him, he’s sold “hundreds of thousands” of these things, which means they’re a significant source of revenue for his company.
So naturally, he’s going to raise prices. Here’s what he told ABC:
We usually sell the MAGA hats for around $9 to $12. But it could go up to $20 if we had to make them in the U.S. and embroider them here.
David isn’t alone. New Jersey-based “Hat Depot” also sells off-brand MAGA hats at a clip of “20 orders a day”. And while manager Amy Lee says she hasn’t heard from China lately, she too is concerned that the country might raise prices:
We buy our hats from China for $3, and we sell them for $14.
As an aside, Hat Depot’s version is entirely made in China, from the hat itself to the embroidery. “They do everything”, Lee said.
On the bright side for anyone in the market for a new MAGA hat, even at Lassoff’s elevated price point of $20, ordering from IncredibleGifts will still save you $5 versus the official version.