Martín Gracia did not give it much importance. Every day he received messages on Instagram from accounts with the name “Javier Milei” with some of its variants, so it seemed to him that it was just another request. The chat was lost among so many hundreds. But his wife had a doubt, and she went to check: It was the President himself – then a candidate – who was speaking to him on the other end of the phone. It was confirmation that the “The Forces of Heaven” caps had become a bestseller.
This accessory was there throughout the entire campaign. In fact, it is more than likely that those who are reading this note have seen them a dozen times. They were always on one head: that of Carolina Píparo, that of Karina Milei, that of Ramiro Marra, that of Diana Mondino and even that of Jair Bolsonaro and that of his son Eduardo, just to name a few. The libertarian’s campaign slogan – a phrase from the book of Maccabees – is written in gold letters on the black cloth, and is used not only by the leaders of the space but also by hundreds of militants. Thousands, to be precise: The cap has already sold four thousand units and it is expected that there will be even more. “He seems like a big number but he is small compared to the 14 million people who voted for Javier,” says Gracia, who is a political consultant and orbits in the libertarian world. And he adds one more fact: the caps were sold in countries such as China, Australia, the United States, Colombia, Chile, Peru and Uruguay. “They have even taken a Buquebus during the day to come get the caps, the fanaticism that Javier generated is something inexplicable.”
Gracia says that the original idea came from his wife. “She always had a clothing manufacturing factory. We make them in our house, that is, we buy caps from an importer and we have the vinyl made by a graphic company. At home we do the assembly and put together the final product with the best possible quality at a cost accessible to liberal activists, $6,000, although some special editions cost a little more. As soon as we started the venture, we didn’t think we would go this far,” he says. And he tells the anecdote with Milei himself, who later ended up with his sister buying them 40 caps. “Karina and Javier always had the best of predispositions, he RTed each of the publications we uploaded on and that she also used during campaign caravans.”
Gracia’s products are not the only ones. Mariano Pérez, creator of the Break Point channel, and Tomás Jurado, of the El Peluca Milei channel, are making t-shirts. They have some with Milei’s face and others that went quite viral. “So let’s say or so.” Mileimanía offers everything.
