I dont want this to turn into an A&N thread, but you're missing the point. People don't like them because they drape themselves in all that tough guy thin line shit when it comes to selling their lifestyle brand and then back off and defame the people they market to.
On the right, specifically the online element, going out of your way to shittalk anyone left of skinheads while associating with right wing causes is seen as a sign that you aren't genuine and that you are willing to shittalk the rest of "us".
The problem is that the online right is so desperate for "representation" that they're willing to latch on to anything that sounds even remotely right-wing, even if it's a complete grift, or people who aren't nearly as right-wing as they think. And then when these people do exactly what they've always done (BRCC sells the "2A and veteran dudebro lifestyle", but I don't remember them ever
publicly changing their opinion on anything), the online tards start screeching that they've been betrayed.
Case in point, to bring this back to guntubers, Ian. I remember back when he was starting to get popular a bunch of chan-ites were big fans... until they found out he was
not in fact a Rhodesia Uber Alles sperg, and then suddenly all these guys started acting all hurt, like it was his fault that they projected their own bullshit onto him. I know I'm kicking the beehive by pointing it out, but it's a huge fucking blindspot for a lot of people.
I don't drink coffee or wear these shirts, so it's just petty annoyance at seeing people around me buy into the BRCC marketing, knowing how they actually are.
I'm not fitting BRCC for a halo here, but just like I make fun of woketards for jizzling in their panties when Bethesda adds a rainbow to their logo for Pride Month (conveniently ignoring they didn't do that with their Saudi Arabian or Russian branches), I'll make fun of right-wing 'tards thinking any company truly represents them. People being salty at BRCC to me are engaging in the same kind of histrionics as the people trying to boycott Chick-fil-A because their president donated to the Republican party.
Companies aren't there to represent you, they don't owe you anything if you fall for their marketing.
BRCC is out to sell merch and an image. They're there to make money. They could be dyed-in-the-wool Reaganites for all I'm bothered, but if it would be good business to throw an unpleasant (dare I say "toxic"?) right-wing crowd under the bus that's what they would do because a thousand angry tweets are vastly outweighed by another hundred thousand dollars in their pockets by the end of the month. And despite what everybody is saying, normie right-wingers
are aware of the Proud Boys, and it's usually only just enough to know they don't like that crowd. And normie right-wingers also don't like being called racist and don't consider themselves racists.
So BRCC lost nothing in the long run with this. Sure, a few spergs dropped them, but very few of them were going to spend any appreciable sums into the company anyway, and the vast majority of their customer base either didn't know or didn't give a damn. Even Brandon Hererra's fanbase, for all their "young right-wing" energy shitting on BRCC, couldn't find it in themselves to dislike his recent video with Mat Best.
People screeching on the internet have this habit of thinking they're important, but in reality they just very loud.