If you blinked, you might’ve missed it — but for a moment, Big W’s online marketplace was selling red “Make America Great Again” hats. Yes, those hats: the ones that have become one of the most charged and harmful political symbols in recent memory.
The hats, made famous by Donald Trump’s presidential campaigns, appeared on Big W’s website as party merch, and the reaction was immediate.
It all started when content creator Jeff Kissubi spotted the hats and called it out on TikTok yesterday. Jeff questioned why an Australian retailer would sell something so closely tied to a political movement associated with inhumane policies and rising discrimination in the US.
He pointed out that the hats aren’t just a costume — they symbolise a political agenda that has seen real harm, from families being separated by ICE to the rise of racism and xenophobia.
Jeff said, “Speaking about this a little bit more. The fact that they have this on their website as a party merch is what is it about Trump and his politics that has resulted in inhumane treatment of other people within America, something to wear as a costume, especially you as a brand that’s selling these things. Why is that?
“Might I add, ICE is currently deporting people 3000 a day under this ‘Make America Great Again’ campaign, lives are being destroyed, and here you guys are on the other side of the world selling this as merch. Crazy.”
The online response was swift and sharp. Comments ranged from “This is SO embarrassing,” to “This scares me more than any Halloween costume ever could”, even spreading to other corners of the internet including Reddit.
Others called out Big W directly, with one saying, “Big W — you have made a bad choice! What were you thinking?” and another warning, “Yall be so FR this is not gonna be worn as a ‘costume’.”
By this morning, the hats were gone from Big W’s website. Jeff updated his followers, explaining that the item had been removed and that it was listed by a third-party seller.
He shared that Big W’s parent company, Woolworths, responded to his email by confirming the hats were taken down but didn’t acknowledge the broader issue of selling products tied to such a divisive political movement.
Jeff thanked the community for holding brands accountable and emphasised the importance of vigilance when it comes to what’s being sold in Australia.
The fact that the hats were listed by a third-party seller sparked even more questions. As one commenter put it, “Glad they removed it, but concerning it was there in the first place even if it was from a third party.”
Another pointed out, “they would still have to approve items for their site yeah? otherwise they would risk illegal items being sold through them by third parties”.
Jeff responded to these concerns previously in a comment, saying, “Appreciate the context, but when a global retailer gives a platform to third-party sellers, they’re still responsible for what gets sold under their name. You don’t get to profit off marketplace sales without also being accountable for vetting hate symbols especially ones tied to violence, racism, and global harm.”
When we reached out for comment, a Big W Market spokesperson said: “These products were listed on BIG W Market by a third party merchant. As soon as we were made aware, we immediately removed the products from sale.”
PEDESTRIAN.TV has reached out again to clarify if Big W has a policy or process for reviewing third-party listings that may be considered controversial.
Why the MAGA hat isn’t just a costume
It’s important to recognise that the “Make America Great Again” hat isn’t just a novelty item. In recent years, it’s been adopted by white supremacist groups as a symbol of unity, and is closely linked to a period of American politics marked by racially charged rhetoric and policies.
The Trump era has seen families torn apart by ICE deportations, women’s rights rolled back, and a surge in hate crimes and discrimination. For many, the hat represents not just a political stance, but a regime associated with violence and oppression.
It seems Big W isn’t the only one cashing in on this mess. Similar hats were found on other Australian retail sites like Kogan and Fruugo Australia, both of which also operate as marketplaces. PEDESTRIAN.TV has reached out to both retailers for comment.
Where to from here?
Big W pulled the hats, but the questions remain. How do we make sure big retailers are accountable for what’s sold on their platforms? What checks are in place to prevent hate symbols and politically charged items from slipping through? And how do we, as a community, keep holding brands to account?
This isn’t just about a costume. It’s about recognising the power of symbols, the impact of retail choices, and the need for real responsibility — especially when lives and communities are at stake.
Lead image: Jeff Kissubi via TikTok
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