Luigi Mangione Is Everywhere

Within hours of Luigi Mangione being charged with the murder of UnitedHealthcare CEO Brian Thompson on Monday, online stores were flooded with T-shirts, hoodies, mugs, stickers, and other merchandise praising the alleged shooter and featuring phrases like: “In this house, Luigi Mangione is a hero. End of story.”

On Etsy, WIRED found almost 100 listings featuring products with Mangione’s name or image. These include a tote bag featuring pictures of the alleged shooter alongside the phrase “Mama, I’m in love with a criminal” and PDF copies of a mocked-up cover of Time magazine featuring Mangione as Person of the Year and the tagline “Healthcare revolutionary, leading the charge to transform global health.”

These sellers are trying to cash in on the internet’s peculiar fascination with Mangione, whose good looks and privileged background have garnered him fans despite him being accused of a high-profile murder in broad daylight. The fascination with Mangione is a worrying trend, researchers say, that shows behavior that used to be confined to the fringes of the internet becoming mainstream.

Much of the merchandise is being sold by print-on-demand websites, which allow anyone to design and sell a range of products. On one such site, called My Porch Prints, one seller is offering a mug featuring a heart-shaped image of a topless Mangione alongside the words “I love my boyfriend.” A number of print-on-demand merchants are selling a stylized version of the Luigi character from Nintendo's Mario video games holding a gun and wearing a green hoodie. Another hoodie available on multiple online stores, including one called Chill Guy, features an image of Mangione surrounded by love hearts.

There are also multiple different T-shirts and hoodies being sold on sites like Nobele T-Shirt, featuring designs with the phrase “Free Luigi” on them, while many others use the phrase “Deny, Defend, Depose,” the words Mangione allegedly inscribed on some ammunition.

Finally, a T-shirt featuring the McDonald’s logo with the word Mangione superimposed on it is also being sold online by custom gift shop ModParty, referring to the fact Mangione was captured after staff at the fast food restaurant in Altoona, Pennsylvania, identified him and called the police.

Etsy, My Porch Prints, Chill Guy, Noble T-Shirts, and ModParty did not immediately respond to requests for comment.