Pretty on brand, I'd say

Lions Not Sheep is a clothing company in Utah that specializes in eponymous gear. While most of its stuff is branded Lions Not Sheep, they also sell plenty of explicitly right-wingy products. Much of it is of the Trumpian variety - a Trumpinator tee-shirt that says "I'll be back", the predictable "Let's Go Brandon" and FJB crap. Other stuff is macho nonsense: tee-shirts that read "No Beard, No Booty", or - and what does this actually mean? - "Give Violence a Chance." Come on man, where in our history have we not been giving violence a better than even chance?

The owner of Lions Not Sheep is a bearded (naturally) self-help guru, the author of How to Make Sh*t Happen: Make more money, get in better shape, create epic relationships and control your life!

Gee, who doesn't want all those good things? Surely putting on a Lions Not Sheep tee-shirt would be a good start! Or maybe even this grownup hooded onesie. Good thing the model is bearded, because I don't think a guy wearing that get up is going to be in line for a ton of booty. But this might just be my East Coast elite old lady snobbery at work and play. Maybe if you're a lioness, not a ewe, this outfit is a turn on.

Anyway, the folk(s) at Lions Not Sheep are, as you can surmise from the use of the stars and stripes for the onesie, and the rifle in the backdrop, very pro-America. In fact,

“Lions Not Sheep” loves America so much that it’s made plenty of hullabaloo about its clothing being made in America. So much so that a free copy of the U.S. Constitution was included in every order. (Source: Political Flare)

Nice patriotic touch there. Just what you'd expect from gun-totin', flag-wavin', 'Merica lovin' real Americans. 

And because real Americans selling stuff want real Americans buying stuff to know that we're all in this together, they made sure that all the clothing they sold was stamped "Made in the USA." That, despite the fact that the clothing was, in fact made in China, Bangladesh, Vietnam, and other locations that aren't - last time I looked - part of the United States. 

The Salt Lake Tribune reports that the owner has agreed to pay a $211,335 fine to the FTC.

And as part of the legal settlement, Lions Not Sheep has agreed to stop committing label fraud and will stop promoting foreign-made products as U.S.-made and will also contact everyone who has purchased clothing from the company since May 2021 to let them know about the company’s little fib.

If you go to Lions' website - You have two choices: to lead or to be led. We are a generation of leaders. We are a generation of lions. - they do some contorted bearded mansplaining about how the parts may be made elsewhere, but the goods are thoroughly 'Merican-ized right here in the good old US of A.

The original un-printed/embroidered blank garments are sourced from international and domestic suppliers.

In our effort to keep as many jobs as possible inside the USA, our blank garments/items that are purchased internationally are shipped to the USA to be printed, embroidered, laser engraved, tagged, and bagged all inside the USA... before being shipped to the Lions Not Sheep headquarters in Utah, USA to be fulfilled to our customers. With all these touchpoints being done inside the USA, this allows us to label our garments as "Produced In The USA with Imported Materials."

I'm guessing this info is a relatively recent (post FTC fine) add to their FAQ...

Amazing to think that there are folks out there who'd wear something proclaiming their lion-hood when it seems to me that they're more sheep-like in their willingness to fall into a self-help guru's $$$ trap. Talk about led, not leader.

But all perfectly on the Trump-adjacent Grift 'R' Us brand, that's for sure.