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Donald Trump Jr. announced on Twitter Thursday that he is publishing a non-woke mens lifestyle magazine.

Field Ethos promises, according to its website, to bring back a forgotten lifestyle to those who refuse to conform, with articles on hunting, fishing and more by old-school adventurers who make no apologies for who we are.

It is unapologetic, Trump Jr. was quoted as saying.

Donald Trumps eldest son is also behind Winning Team Publishing, which earlier this year released the former presidents book Letters To Trump and is set to publish titles by Fox News personality Jeanine Pirro and failed Arizona GOP gubernatorial candidate Kari Lake.

Trump Jr. in July plans to tour Australia to talk about what he claims is the biggest existential threat we face in the West and is literally the decay of Western society, namely what he calls cancel culture and woke identity politics.

The Trump scion, on social media and via his Rumble podcast, frequently plays into right-wing talking points about masculinity and describes himself on Instagram as a Meme Wars General, previously posting memes of his dad as Baby Yoda and styled as a Pornhub thumbnail.

Critics on Twitter quickly turned the page on his latest business venture:

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Donald Trump Jr.s New Non-Woke Men's Magazine Gets Shredded By Critics - Yahoo News