Christian Militants and the Problem of American Masculinity

Their “macho” marketing reveals a chasm in male identity

Image created by the author using DALL-E

The apparel company Kill Evil offers clothing, headwear, and accessories for the Christian man who wants to perform masculinity.

You can buy a black t-shirt for $35 that says, “Christ World Order,” in bold red letters. Or for the same price, you can opt for a “Prayer Against Demonic Snares” t-shirt. Don’t sleep on the “I Hate the Anti-Christ” hoodie.

Christian militant groups on Instagram love to wear the Kill Evil brand in their videos and tag the company, boosting their engagement and helping recruit more people to their extremist ideologies.

Does the marketing of Christian militancy pose a threat?

That’s the wrong question.

Kill Evil and Performing Christian Manhood

The Kill Evil website markets its wares with uber-masculine imagery. At the top, a pair of men in tactical gear, faces covered, stare at the viewer. Scrolling down, we see grainy images of muscular men lifting lots of weights. How manly!

Here is Kill Evil’s mission statement:

Our mission is to provide a voice for the righteously aligned through premium…