Culture wars
Gun rights groups often start by focusing on gun rights only. But oftentimes, they devolve into engaging in culture wars.
Supporting gun rights is not always something to be proud of
Gun rights groups make it easy for pop culture to be anti-gun because their messaging is disrespectful to anybody who disagrees with their point of view.
Slow moving ideas
Gun rights groups don't move quickly enough in the digital age.
Fashion and pop culture draw references and inspiration from firearms and military culture. Often, this leads to work accepted by wider audiences but usually at a cost.
For example, camouflage often appears in fashion but is usually heavily modified, losing the original spirit as a disruptive pattern. 999 Defense attempts to apply military patterns and inspiration with the accuracy it deserves to all kinds of objects that can still appeal to a larger audience but can also stand up to the scrutiny of a community that knows and appreciates the details.
Teddy bears made from the surplus uniforms of militaries around the world.
Twemco QT-30 Flip Clock cerakoted with WWII Frogskin.
Snow Peak Folding Camping Chairs with an M81 Woodland seat cover.
Snow Peak Camp Burners with M81 Woodland pattern cerakote.
G-Shock DW5600 (clear) and G-Shock GA2100 (white and black) with M81 Woodland pattern dials.
The M18A1 Claymore mine reimagined as skateboarding wax.
Most firearms brands release merchandise that uses this predictable formula:
apparel + brand logo, release a few color variations, rinse and repeat.
999 Defense took an approach to rapidly releasing t-shirt designs throughout the year. This allowed the brand to showcase its connection to cultures, with each shirt acting as a canvas for diverse expressions. Each drop becomes a snapshot of the cultural currents the brand is immersed in—whether through references to music, art, social movements, or niche communities. This approach signals not just a surface-level engagement but a deep understanding and participation in the cultural ecosystems that resonate with its audience. By staying agile, 999 Defense reinforces its role as a cultural storyteller, constantly evolving and staying relevant.
Various shirt designs playing off of different cultures.
A collaboration with Vang Comp Systems highlighting their Remington 870 SBS work.
A parody of Tamiya plastic models and the age old criticism of Glock being a plastic gun.
Normalization of a culture helps it to breakthrough to new audiences. By injecting a small piece of gun culture into content that appeals to people who are into other hobbies such as flower arrangements, retrogaming, or Japanese softdrinks, 999 Defense is able to reach people with new ideas.