T-shirts associated with mass shootings are widely available for purchase across at least half a dozen major internet retailers, according to a report from the Institute for Strategic Dialogue (ISD). These garments are utilized by an online subculture to valorize and motivate nihilistic violence, often going unnoticed by the general public.
Availability Across Major Retail Platforms
The ISD report found that sellers are offering “Wrath” and “Natural Selection” t-shirts modeled after the attire worn by the perpetrators of the 1999 Columbine High School massacre on TikTok Shop, Redbubble, Temu, Etsy, AliExpress, and Walmart. Additionally, shirts featuring the slogan “Humanity Is Overrated”—worn by a Finnish school gunman who killed nine people in 2007—were discovered on AliExpress, Temu, and the TikTok Shop.
As reported by WIRED, a representative for TikTok US stated that discriminatory and offensive products are prohibited on TikTok Shop and will be removed. A Redbubble representative stated that the marketplace bans content glorifying or trivializing violence and confirmed the removal of listings flagged by WIRED. A Walmart representative stated that a flagged shirt was removed in accordance with policies for third-party sellers, while other retailers did not immediately respond to requests for comment.
The True Crime Community and Warning Signs
Katherine Keneally, ISD’s senior director of threat analysis and prevention, told WIRED that this apparel is promoted by a cohort known as the True Crime Community (TCC). Distinct from fans of true crime podcasts, the TCC is an online fandom rooted in an obsession with mass killers regardless of their motivations. Keneally explained that these statement shirts allow members to covertly endorse massacres, while enthusiasts trade advice on how to trick parents into buying the merchandise by claiming the slogans represent video games, brands, or movies.
The report highlights that younger individuals make up a significant portion of the TCC, using mainstream and fringe platforms alike. The ISD cited instances such as a 13-year-old in South Africa arrested after allegedly stabbing a child while wearing a “Wrath” shirt, and an 18-year-old accused of a fatal shooting in California apprehended in a “Natural Selection” tee. Keneally noted that while the shirts alone are not illegal, they can serve as a critical warning sign for parents, teachers, and law enforcement when combined with access to weapons or talk of violence, indicating an urgent need for mental health support.
Keneally concluded that stricter enforcement of existing safety policies by online retailers could remove much of this apparel, noting that access to these items fuels a toxic subculture among youths.
