Would you invite your denims to a cocktail party? And should you did, would you agree with all the things they must say about abortion rights and gun management? Does your automotive agree along with your views on immigration? Is your beer telling you what you need to hear in regards to the 2020 election?

In case you assume this sounds loopy, then you’re right—and in addition out of step with the remainder of America. Denims, automotive producers, alcoholic drinks, and plenty of different shopper manufacturers are more and more perceived as bipartisan enterprises, with political views, ideas, and agendas that drive our selections to buy, or not buy.

Extra particularly, a brand new report in the Wall Avenue Journal finds that manufacturers, together with clothes manufacturers, are more and more discovering themselves aligned with the Republican or Democratic occasion, main shoppers to make purchases which might be knowledgeable increasingly more by a model’s perceived place on the bipartisan political spectrum. From 2004 to 2018, the client bases for various clothes manufacturers have develop into “intently related” with political events. Essentially the most putting shift has been in denims, that the majority American of vogue gadgets (though, like that different most American talisman—fries—denims are literally French). Over that 15 yr interval, Wrangler’s buyer base shifted 13% from Democrats in the direction of Republicans, whereas Levi’s shifted in the direction of Democrats. Buyer bases for Abercrombie & Fitch and The Hole additionally shifted barely to the left, whereas Walmart shifted to the fitting.

The Journal stories that “there isn’t any easy rationalization behind these shopper strikes.” Manufacturers’ extra vocal assist of political causes, like Levi’s advocacy for gun management, have led to some shopper divisiveness. (The Journal quotes Nike legend Phil Knight giving a chat earlier this yr at Stanford’s enterprise faculty about Nike’s controversial 2018 Colin Kaepernick commercial: “It doesn’t matter how many individuals hate your model so long as sufficient individuals find it irresistible.”) The shifts are additionally the results of socio-geographic adjustments: rural areas, principally discovered within the west and midwest, tilt more and more Republican, and have a tendency to favor Wrangler’s cowboy picture. Metropolitan areas skew extra Democratic, and are due to this fact drawn to Levi’s extra liberal picture. One lifelong Wrangler shopper instructed the paper he purchased two pairs of Levi’s final yr due to the latter’s views on gun management. Admittedly, the logic behind the shifts feels a bit hazy: Wranglers have a form of mall-variety Clint Eastwood attraction, whereas Levi’s has made political advocacy core to its model, donating cash to gun management nonprofits and signed amicus briefs against Donald Trump’s immigration ban in 2017. It’s attainable that the style for one is an expression of distaste for the opposite.

In a month of reports dominated by pants, this could come as little shock—and certainly, to those that intently adopted the revelations of whistleblower Christopher Wylie, it’s outdated information that political views are intently aligned with the sorts of manufacturers in the direction of which a shopper gravitates. Wylie got here ahead final yr with revelations that political advertising and marketing agency Cambridge Analytica used Fb likes to focus on pro-Trump promoting, constructing an algorithm that marked followers of vogue manufacturers like Wrangler and L.L. Bean as potential Trump supporters, and those that supported manufacturers like Kenzo as unlikely to have interaction with right-leaning promoting. Solely an evil, secretive British advertising and marketing agency might get away with billing politicians for the fitting to be taught {that a} Paris-based Japanese vogue model that drove numerous vogue bloggers to spend $500 on a cartoon tiger sweater most likely didn’t learn Brietbart.

However this new report means that manufacturers at the moment are taking extra overt benefit of these associations, and shoppers are responding with enthusiasm. The general public relations agency Edelman, which has studied this partisan shopper shift and shared its knowledge with the Journal, surveyed 1,000 People, discovering that nearly 60% stated final yr that they’d “select, change, keep away from or boycott a model based mostly on its stand on societal points,” in comparison with simply 47% in 2017. The partisan divide of American politics, the Journal writes, has “drifted into the world of procuring malls and on-line shops.”