Donald Trump Jr.’s passion project, Field Ethos, is a print magazine, website, retail store and travel agency designed to bring the great outdoors back to the average American.

Founded in 2021 by Trump Jr. and business partner Jason Vincent, “the great outdoors” focused lifestyle magazine attempts to show off a rugged way of life away from the mountains of content and media being pushed out into the world. A majority of articles posted on the site describe hunting adventures, fishing encounters and culinary experiences.

Field Ethos’s branding has a simple aesthetic that appeals to hunting and globetrotting connoisseurs with the wealth and time to afford expeditions and pricey gear – even the mugs in the Field Ethos store start at $29.

While Field Ethos is not considered a political platform, the magazine’s brand does align with many right-leaning views, particularly those of hunters who tend to be more conservative.

The podcast that Trump Jr. hosts along with Vincent and Mike Schoby has featured politicians like South Dakota Gov. Kristi Noem (R).

The website itself heavily promotes gun and hunting rights. There are many gear reviews that include rifles, crossbows and other high-tier expensive guns and shooting machines. One review on its website depicts the TenPoint Stealth 450 crossbow, which currently retails for over $2,000.

Field Ethos is far from the only project Trump Jr. is involved in. He founded Winning Team Publishing in 2021, invested in Public Square (an online shopping platform) and is still deeply involved in his father, Donald Trump‘s presidential campaign on social media and TV.

Recently, Don Jr. made a mocking social media post about Michelle Obama that sparked controversy online.

Last month, his Florida home was evacuated when a white powder was mailed to him.

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Anushka Desai

Article by Anushka Desai

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