Populist fashion: Andrej Babiš drops new merch store to target Gen Z votes

As Czech parliamentary elections approach, former Prime Minister Andrej Babiš is turning to branded merchandise to connect with the country’s younger voters. His newly launched online store offers a variety of clothing and accessories featuring slogans tied to his political persona, including the phrase “sorry jako” and his initials AB.

The move comes as Babiš, leader of the opposition ANO party, seeks to broaden his appeal beyond his traditional voter base. With items like hoodies, T-shirts, and caps featuring slogans such as “lowkey alpha,” the strategy appears tailored to resonate with Generation Z, a demographic increasingly seen as pivotal in upcoming elections.

Babiš’s decision to launch a merchandise line is part of a broader trend among Czech politicians experimenting with unconventional campaign tools. His store offers items ranging from basic T-shirts priced at CZK 421 to higher-end pieces like bomber jackets for CZK 1,495 and bathrobes for CZK 47.

Many products feature the phrase “sorry jako”, which Babiš first used in 2017 during a heated exchange with journalists over his income disclosures. The informal phrase, which translates to 'sorry, dude' and was initially used to lampoon the former PM, has since been reclaimed and embraced as a catchphrase by the politician.

A “lowkey alpha” hoodie, meanwhile, references Babiš’s efforts to project a more relaxed and confident persona among Gen Z. In recent years, Babiš and other ANO politicians have tried unusual stunts in efforts to reach younger voters.

According to ANO spokesperson Martin Vodička, speaking to Novinky.cz, the initiative was driven by public demand at rallies, where supporters frequently asked for Babiš-branded items beyond the party’s standard Trump-inspired “Strong Czechia” caps.

While Babiš’s merchandise is branded with his name and slogans, ANO officials emphasize that neither Babiš nor the party will profit directly from sales. The merchandise is managed by Slovak firm GoMerch, which reportedly waived its usual margin to keep prices low.

Babiš is not the first Czech politician to explore merchandise as a campaign tool. Politicians like Filip Turek of the Motoristé Sobě party and several other political parties, including the Communists and the Pirates, also sell branded clothing and memorabilia.

However, while others may use profits to fund campaigns or party activities, ANO claims Babiš’s project is not intended as a fundraiser but as a way to engage directly with supporters.

The timing of the launch—just four months before parliamentary elections—highlights the importance of first-time voters in the upcoming race. Analysts estimate that around 400,000 young Czechs will be eligible to vote for the first time.

Babiš has also dropped his new merchandise in the wake of a scandal involving Czechia's ruling Spolu coalition. Justice Minister Pavel Blažek resigned late Friday and political opponents, including Babiš himself, have called for others to also step down.

With merchandise appealing to youth culture, Babiš’s strategy appears to be a calculated attempt to shape his image among these voters. Whether it will translate into votes remains to be seen, but it underscores how Czech political campaigns are evolving in an age of social media and marketing.