Finance & economics | America divided

Why the MAGA economy is thriving

The world’s largest market is becoming two

A Trump supporter wearing MAGA necklaces at the inauguration of Donald Trump
Photograph: Magnum
|Jupiter, Florida and Yuba City, California

Imagine the perfect morning. After sleeping between sheets from MyPillow—a company established by Mike Lindell, a conspiracy theorist—you drink some Black Rifle Coffee, which “serves coffee and culture to people who love America”. You shave with Jeremy’s Razors (“built for rugged jawlines....not feelings”). Then you eat some bacon from Good Ranchers, which pledges to “make the American farm strong again”, before going for a spin on your Harley-Davidson.

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