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21h ago

Far-Right Proud Boys Co-Opt Sydney Sweeney’s Jeans Campaign

American Eagle insists the slogan is purely about denim despite its political co-option.

Sydney Sweeney and brother Trent Sweeney attend the European Premiere of “Echo Valley” at BFI Southbank on June 10, 2025 in London, England.
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LONDON, ENGLAND - JUNE 10: Trent Sweeney and Sydney Sweeney attend the "Echo Valley" European Premiere at the BFI Southbank on June 10, 2025 in London, England. (Photo by Karwai Tang/WireImage)

Overview

  • A Proud Boys banner reading “Proud Boys Love Sydney Sweeney. She has the best blue genes.” appeared on a 91 Freeway billboard in Corona, California.
  • American Eagle defended its “Sydney Sweeney Has Great Jeans” campaign on August 1, stating that the slogan is solely about its denim products.
  • President Trump hailed the ad on Truth Social on August 4, calling it the “HOTTEST” campaign and saying the jeans were “flying off the shelves.”
  • Sydney Sweeney has not publicly commented on claims of racial or eugenic subtext in the pun-driven campaign.
  • Trent Sweeney, a U.S. Air Force staff sergeant and Sydney’s brother, posted “It’s them good jeans” on Instagram Story to poke fun at the controversy.