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Why Joe Biden’s ‘We Just Did’ hats lack the staying power of MAGA caps


Joe Biden shouldn’t let the “We Just Did 46” hat go to his head.

When the 78-year-old President-elect debuted the chapeau via wife Jill’s social media Nov. 7, supporters reveled in his apparent retort to Donald Trump’s iconic fire-engine red “Make America Great Again” cap.

The Biden hats — which refer to his soon becoming the 46th president — are currently being hawked on Amazon for as high as $25.95 and online e-commerce websites like Etsy, but they aren’t being sold by the official Team Joe store.

A man seen wearing multiple MAGA hats is seen at a Trump rally in Wisconsin.
Tannen Maury/EPA

“‘We Just Did’ is not a campaign slogan. They are trolling Trump,” Manhattan-based branding expert Michael Stone told The Post. “You have to get the dig. It’s very ingenious, but you have got to understand it. That’s part of the charm.”

Stone, who founded the Beanstalk Group, one of the world’s notable licensing agencies, predicted the clunky cap will initially sell because “it speaks to the moment that Biden won the election.”

However, Stone doubts the mocking middle finger gear has the staying power of the ubiquitous MAGA hat, which lasted because “Trump supporters are thirsty for merchandise that features the slogan. … Trump was delivering a message to a segment of our population who really want to look back to a time when America was a different country.”

Neither the Trump nor Biden camps immediately returned messages. Amazon declined comment.

MAGA hat sales reportedly passed the million mark last year.



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