Red caps were Trump’s thing, but this small Copenhagen store’s novel spin on it has become the unlikely symbol of Denmark’s solidarity with Greenland

A small clothing shop in Copenhagen has accidentally created the newest symbol of Danish resistance against President Trump’s audacious demands to purchase Greenland. The shop’s tongue-in-cheek red baseball caps, which directly parody the iconic “Make America Great Again” hats, have quickly become the go-to gear for protesters showing solidarity with the self-governing territory, as reported by Reuters.

This is a clever, direct response to the diplomatic crisis. The caps resemble the familiar red design of President Trump’s supporters, but the slogans are what really make them shine. Instead of the typical MAGA slogan, these caps feature messages like “Make America Go Away” and the much simpler “Already Great.”

The real genius, though, is the Danish pun the store’s principal owner, Jesper Rabe Tonnesen, devised: “Nu det NUUK.” That phrase sounds exactly like the Danish expression for “Now is enough,” but it substitutes the final word with “Nuuk,” the capital of Greenland. That’s such a creative protest messaging and it communicates a serious political point with a local linguistic flair.

The simple, powerful message of the caps resonated immediately with the Danish public

Why is this sudden surge of solidarity necessary? President Trump has made it clear he thinks Greenland is vital to U.S. security, citing its strategic location and mineral deposits. His demands have been aggressive. He hasn’t even ruled out using force to take control of the island, which has understandably triggered a diplomatic crisis between the NATO allies.

Tens of thousands of people rallied in both Copenhagen and Nuuk recently, marching toward U.S. diplomatic posts and chanting “Greenland is not for sale.” Many of those present were wearing the newly popular protest caps. Tonnesen was right in the middle of the action, too. He personally distributed 300 caps via cargo bike at a major protest held in Copenhagen.

He explained that the idea was to find an easy way to communicate the strong message. Tonnesen told those gathered, “I thought, ‘How can you communicate in an easy way while putting your foot down?'” Co-owner Michael, who declined to give his last name, said they had actually been sitting unsold for months before the controversy hit. They only made about a hundred to begin with. Then, boom, the moment President Trump’s demands went public, the hats went viral.

The cap’s popularity reflects the deep emotional strain the demands have caused. Tonnesen summed up the public feeling perfectly, saying people “have an urge to get out there with a message.” He added that the public is simply “fed up, sad and tired” of the whole situation. It just goes to show you that sometimes the most effective political statement is one you can wear on your head.