 "From merch to donations: How UnitedHealthcare CEO 'killer' Luigi Mangione has become 'internet's hero'")
What began as a shocking crime on a Manhattan street has morphed into a strange cultural phenomenon, blending social media frenzy, public outrage, and unexpected hero worship.
Luigi Mangione, the 26-year-old accused of fatally shooting UnitedHealthcare CEO Brian Thompson was arrested on December 9 in Altoona, Pennsylvania, while dining at a McDonald’s.
His apprehension came shortly after surveillance footage linked him to the scene of Thompson’s shooting in New York City. Sporting a green hooded jacket and a stoic demeanour in his mugshot, Mangione quickly became the internet’s latest obsession.
His outfit, a particular Levi’s jacket has sold over 700 units in just two days on Macy’s website before it got sold out, reported GQ.
A viral TikTok skit humorously warned people not to wear green jackets to avoid resembling the suspect, further fuelling the meme frenzy. Even Washington Square Park hosted an “assassin lookalike competition,” a bizarre homage to Mangione’s newfound infamy, reported TMZ.
Mangione merch on sale
Almost immediately after Mangione’s arrest, merchandise celebrating him flooded platforms like Etsy, Amazon, and TikTok Shop. Products ranged from shirts emblazoned with “Free Luigi” to coffee mugs bearing his mugshot.
Some items featured phrases like “Deny, Defend, Depose,” words reportedly found etched on the bullet casings at the crime scene — an eerie reference to a common criticism of the insurance industry.
One T-shirt on sale depicted Nintendo’s Luigi wielding a gun, while another featured the phrase: “In this house, Luigi Mangione is a hero. End of story.”
There is merchandise like this popping up when you google Luigi Mangione. Also free Luigi merch…
— Mr.Ineffable (@MisterIneffable) December 10, 2024
It’s bonkers. pic.twitter.com/BhrD89CkCU
On TikTok, Mangione’s supporters repurposed existing Luigi-themed merchandise from Nintendo, like green beanies, further amplifying his association with the iconic video game character.
They are selling Luigi Mangione candles now 😅 pic.twitter.com/Floh75RVvj
— Semper Invictus ™ (@SemperXInvictus) December 11, 2024
However, major platforms have moved quickly to remove such listings. Amazon stated that the merchandise violated its guidelines, while Etsy and eBay implemented partial bans, with the latter clarifying, “Items that glorify or incite violence are prohibited.” Despite these measures, Mangione-themed products continue to surface, proving that demand remains strong.
Luigi Mangione: Folk hero or villain?
While Mangione’s actions have drawn widespread condemnation, his case has struck a chord with segments of the public. In his possession at the time of arrest was a handwritten manifesto reportedly critical of corporate America and the healthcare industry.
Online, forums like Reddit and Bluesky have been flooded with personal accounts of struggles with denied insurance claims, fuelling sympathy for Mangione’s alleged motives.
As one donor on the crowdfunding site GiveSendGo wrote: “Luigi Mangione is a hero for shedding light on this egregious ability of insurance companies to deny claims for people that need help – just for the wealth of the companies."
This sentiment mirrors the anger many feel toward the healthcare system, and Mangione’s Ivy League background and articulate online presence have only added to his mystique.
Fox reported that despite GoFundMe’s prohibition of fundraising for legal defences involving violent crimes, GiveSendGo has allowed campaigns for Mangione’s defense, with one raising nearly $30,000 toward its $200,000 goal.
What next?
Amid the media storm surrounding Mangione, the tragedy of Brian Thompson’s death has often been sidelined. Thompson, a 50-year-old father of two and the leader of the nation’s largest private insurer, was remembered by his family as “an incredibly loving, generous, and talented man who touched countless lives.”
In a public statement, Thompson’s family expressed their heartbreak, while Mangione’s cousin, Maryland state delegate Nino Mangione, called the incident shocking and asked for prayers for all involved.
As the legal case against Luigi Mangione unfolds, the cultural aftermath continues to stir debate. Retailers frequently seize opportunities to capitalise on high-profile events, even those marked by violence.
For instance, following an assassination attempt on US President-elect Donald Trump earlier this year, merchandise featuring his image at the rally surfaced rapidly across online platforms. Similarly, a surge of themed products appeared both online and in physical stores in the aftermath of the 9/11 attacks.
With inputs from agencies
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