If you’re not already familiar with the logo, you’ll soon start to see it everywhere: A “Y” made of two cattle brands rocking, the signature of the protagonist Dutton family ranch on Paramount hit series . You’ll spot that distinctive “Y” on hoodies and car decals, tote bags and phone cases. At the annual motorcycle rally in Sturgis last year, shops and stands lining biker-filled streets were selling alongside shelves laden with pro-Trump merchandise.
Drop into any rural Walmart or Colorado rest stop, and Dutton sweatshirts are likely on sale in the aisles. You can even pick up an official branded version of . Since the Western drama’s 2018 premiere, it has spawned spinoffs and ubiquitous show-themed items for purchase; franchise tentacles have appeared across countless aspects of pop culture and consumerism.
Just this week, before is released on Sunday, Drew Barrymore was gushing about a themed Monopoly set and Nascar’s Jeffrey Earnhardt posted on social media about Dutton excitement. An advertising popup in New York City this week offered passers-by photo ops and bandanas; at , at least three people were sporting Dutton-branded items – including reporter, a Beth Dutton fan who made an impulse buy three years ago at a mountain town artisanal store selling a red flannel shirt with the character’s moody photo imprinted on the back. “That sort of thing doesn’t normally happen with most brands.
It’s almost become sort of a cultural phenomenon, in a wa.
