Are these Tomi Lahren-endorsed gun leggings the Lululemon of concealed-carry clothing?

Tomi Lahren has made her name as a sharped-tongued right-wing commentator, not as a fashion influencer. So it certainly caught people’s attention when the 25-year-old posted what appeared to be a sponsored Instagram photo for an activewear brand.

But Lahren wasn’t wearing just any pair of leggings; they were a pair of Alexo Athletica leggings, which are meant to conceal a person’s firearm as they exercise.

Alexo Athletica, founded by NRA TV host Amy Robbins, sells track jackets and leggings ranging in price from $84 to $124, putting them in the same economic league as Lululemon (a brand that also offers styles with pockets, thought they’re meant for cellphones instead of guns). But Alexo isn’t the only concealed-carry clothing label. In fact, such companies represent a rapidly growing trend in the activewear, undergarment, purses, and accessories space.


According to the retail analytics firm Edited, Walmart has increased its product assortment of concealed-carry apparel by 169 percent in the last three months, compared to the same period one year ago, and product has sold out at triple the rate over the same period. While women tend to purchase concealed-carry accessories more than they do apparel at general retailers, the bestselling concealed-carry item for women is a pair of three-quarter length concealed-carry leggings priced at $80.

A handful of direct-to-consumer brands have launched to sell concealed-carry clothing: There’s Alexo Athletica, the Well Armed Woman, and Gun Goddess, among others. Those niche brands are emerging at a time when the fashion industry at large has put gun motifs on ice, and when international brands like Gucci are throwing support — and half a million dollars — behind the recent March for Our Lives.

While fashion-capital-F is notably progressive, America’s largest retailers can have a more difficult time establishing their politics. Walmart, Amazon, the National Rifle Association store, and outdoor retailers like Cabela’s all sell concealed-carry accessories, while other big-box retailers like Dick’s Sporting Goods face the damned-if-you-do dilemma in deciding to sell guns and firearm accessories.

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Then there’s Bass Pro Shops: The Boston area store was set to host a CCW (concealed-carry wear) fashion show on behalf of the Gun Owners’ Action League (GOAL) of Massachusetts, a 16,000 member gun-rights community. But just before the show in early March, Bass Pro Shops canceled the event, which had sold at least 120 tickets, without commenting publicly on the matter. The fashion show, not dissimilar to those held in Milwaukee in August 2017 and elsewhere around the country, is now rescheduled to be held at a café in Foxborough, Mass., at the end of April.

The GOAL fashion show is also being coordinated with the Massachusetts Women Gun Owners group, one of several organizations nationwide that are trying to change the narrative surrounding the oft-gendered nature of gun ownership. Gun violence is often identified as a women’s issue, as American women are 11 times more likely to be murdered with a firearm than women in any other developed nation, an issue exacerbated by instances of domestic and intimate partner violence.

Still, figures like those don’t deter women who say they’re steadfast in their commitment to protecting their Second Amendment rights. In addition, the fires are fanned when CNN talking heads like senior law enforcement analyst Tom Fuentes rely on the flimsy argument that teachers may be women, and thus may wear skirts or dresses, which would leave them incapable of storing a gun on their person. (As if that’s the most powerful argument for why teachers may not want to keep guns in classrooms.)

Related: Net worths of anchors at Fox

Net worths of Fox News anchors
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Net worths of Fox News anchors

Bill O’Reilly Net Worth: $85 Million

Serving as the controversial host of “The O’Reilly Factor” since 1996 has proven extremely lucrative for Bill O’Reilly, as he earns a salary of $20 million per year. The long-running series can largely be credited for Bill O’Reilly’s net worth of $85 million. Prior to joining Fox News, he was the very first host of syndicated news magazine “Inside Edition” in 1989. Also an accomplished writer, O’Reilly pens a syndicated weekly column and is the author of several best-selling books.

(Photo by: Lloyd Bishop/NBC/NBCU Photo Bank via Getty Images)

Sean Hannity Net Worth: $80 Million

Sean Hannity, one of the most popular Fox News anchors, has hosted “Hannity” since 2009. Previously the host of “Hannity & Colmes,” he has been with the network since 1996. Also a New York Times best-selling author and a radio host, “The Sean Hannity Show” is syndicated to more than 500 markets and has a listenership of 13.5 million. Sean Hannity’s net worth is $80 million.

(Photo credit should read SAUL LOEB/AFP/Getty Images)

Brit Hume Net Worth: $4 Million

Fox News senior political analyst Brit Hume’s net worth is $4 million. A regular presence on “The O’Reilly Factor” and “Fox News Sunday,” Hume hosted the series “America’s Election HQ” in 2016. He also previously hosted “Special Report with Brit Hume,” before passing the torch to Bret Baier. Prior to joining the rank of Fox News personalities in 1996, he was part of the ABC News team for 23 years — which included a stint as chief White House correspondent from 1989 through 1996. An award-winning broadcast journalist, Hume’s coverage of the Gulf War in 1991 landed him an Emmy.

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(Photo by Michael Williamson/The Washington Post/Getty Images)

Tucker Carlson Net Worth: $8 Million

One of the newer Fox News anchors, Tucker Carlson joined the network in 2009. In 2016, he scored his own show, “Tucker Carlson Tonight” — a promotion from the “Fox and Friends Weekend” co-hosting gig he’d helmed since 2012. Prior to accepting a job with Fox News, he hosted the MSNBC series “Tucker” and the PBS series “Tucker Carlson: Unfiltered.” Tucker Carlson’s net worth is $8 million.

(Photo by Jahi Chikwendiu/The Washington Post via Getty Images)

Shepard Smith Net Worth: $25 Million

Shepard Smith’s net worth is $25 million — largely due to his $10 million annual salary from Fox News. Chief news anchor and managing editor of the breaking news division, Smith has been with the network since 1996. Also one of the on-air Fox News personalities, he’s hosted “Shepard Smith Reporting” since 2013. Before joining the Fox News Channel, Smith was a Fox News Edge correspondent, based in Los Angeles.

(Photo by Robin Marchant/Getty Images)

Chris Wallace Net Worth: $6 Million

A 50-year broadcast industry veteran, Chris Wallace has been one of the Fox News anchors since 2003. He’s hosted “Fox News Sunday” since 2006 and along with Bret Baier and Megyn Kelly, moderated the first GOP presidential debate of the 2016 election cycle. Previously employed by ABC News and NBC, he was the chief White House correspondent for the latter network from 1982 to 1989. A celebrated broadcast journalist, Wallace has won a slew of major awards during his career, including three Emmys and a Peabody Award. Chris Wallace’s net worth is $6 million and he earns $1 million per year for hosting “Fox News Sunday.”

REUTERS/Joe Raedle/Pool

Martha MacCallum Net Worth: $8 Million

Martha MacCallum has been with Fox News since 2004. As the co-anchor of “America’s Newsroom,” MacCallum earns an annual salary of $700,000. Previously, she was with NBC from 1997 to 2003, where she co-anchored “Morning Call” and anchored CNBC’s “Checkpoint.” Martha MacCallum’s net worth is $8 million.

(Photo by Dave Kotinsky/Getty Images for DirecTV)

Bill Hemmer Net Worth: $3 Million

Bill Hemmer’s net worth is $3 million. He earns $400,000 per year as co-anchor of “America’s Newsroom,” alongside Martha MacCallum. Part of the FOX News team since 2005, Hemmer was previously employed by CNN. While employed by the network, he co-anchored “American Morning” and anchored “CNN Live Today” and “CNN Tonight.”

(Photo by Nancy Ostertag/Getty Images)

Bret Baier Net Worth: $16 Million

Bret Baier is the Fox News chief political anchor and anchor of “Special Report with Bret Baier.” A long-time staffer, he’s been with the network since 1998, when he became the first reporter in the station’s Atlanta bureau. Helming the top-rated cable news show in its timeslot is clearly a lucrative gig, as he earns a salary of $7 million per year. In total, Bret Baier’s net worth is $16 million.

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Net worth figures are indicative of assets versus liabilities. All net worth and salary figures are according to unless otherwise noted.

(photo by Andre Chung for The Washington Post via Getty Images)

Megyn Kelly Net Worth: $15 Million

One of the most high-profile Fox News personalities, Megyn Kelly became a national superstar during the 2016 presidential election. Previously the host of “America Live,” she’s hosted “The Kelly File” since 2013. In January, she announced a move to rival network NBC at the end of her contract, to host a daily daytime show and a Sunday news program. The value of Kelly’s NBC contract hasn’t been publicly revealed, but Forbes reported she was seeking a salary of more than $20 million for her next contract — which makes her $6 million annual payday from FOX seem paltry by comparison. Currently, Megyn Kelly’s net worth is $15 million, but this will almost definitely increase after her move to NBC.

(Photo by Noam Galai/WireImage)

While there are those who are trying to bring fashion and firearms together (like blogger Style Me Tactical, with an Instagram following of roughly 15,000 people), many women say they require concealed-carry clothing for self-defense purposes and eschew any “shrink it and pink it” marketing.

“[Women’s concealed-carry clothing] is a way to lure more customers in, and make weapons more accessible to women. Some will try to make it sexy, as a style statement or otherwise,” says retail analyst and stylist Charcy Evers, who has noticed the CCW clothing space for women become more visible in recent weeks. (There are, after all, CCW corsets.)

The idea of wearing a gun on your body is in keeping with what’s going on in fashion in general, where wearables and other very utilitarian ways to wear purses, like fanny packs or cross-bodies, are popular,” she says. “This is taking that to another level, and given the current environment, taking the idea of women’s empowerment to another level.” 

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