Luigi, the killer of Brian Thompson: a pop culture phenomenon for fans of all t-shirts, sweatshirts, and mugs
Finally, a T-shirt featuring the McDonald’s logo with the word Mangione superimposed on it is also being sold online by custom gift shop ModParty, referring to the fact Mangione was captured after staff at the fast food restaurant in Altoona, Pennsylvania identified him and called the police.
There are many sweatshirts and T-shirts with the phrase “Free Luigi” written on them, while many others have the words “Deny, Defend, Depose” written on them.
Much of the merchandise is being sold by print-on-demand websites, which allow anyone to design and sell a range of products. On one such site, called My Porch Prints, one seller is offering a mug featuring a heart-shaped image of a topless Mangione alongside the words “I love my boyfriend.” A number of print-on-demand merchants are selling a stylized version of Luigi from Nintendo’s Mario video games holding a gun and wearing a green hoodie. Another hoodie available on multiple online stores, including one called Chill Guy, features an image of Mangione surrounded by love hearts.
Prior to his arrest, Mangione was an unknown. In order to find out who killed the CEO of a health insurance company, there was only one thing to know: the photo released by the police showed half of the suspect’s face. The health care system that fell short was depicted as an avenger. Some people called the suspect The Adjuster.
Within hours of the murder charge being announced, online stores were flooded with t-shirts, hoodies, mugs, stickers, and other merchandise featuring phrases like: “In this house, Luigi Mangione is the person who killed Brian Thompson.” End of story.”
The people performed a song for the shooter on TikTok. On Bluesky, they marveled over his ebike escape and the backpack found in Central Park full of Monopoly money that allegedly belonged to him. There was a contest in New York. There was a dedicated section on Spotify. Fanfic sprung up on Archive of Our Own.
Online, fans exist for almost everything and everyone. The suspected killer of Brian Thompson quickly established a huge fan base that seemed unified in its beliefs. He became a symbol of hospital bills for anyone who had ever been through them.
Alex Goldenberg, a senior adviser for the NCRI, told The New York Times that it is disturbing that perpetrators of violence like mass shooting are part of a popular culture. People reacted to the death of Thompson like it signaled the start of a class war.