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Some of these sites have gone on to launch e-commerce portals, such as Total Frat Move's "Rowdy Gentlemen" store, which sells koozies beer can sleeves and American flag shorts similar to those made by Chubbies. The company hopes to "stigmatize" cargo shorts, said Castillo, or those baggy, basketball-inspired varietals that have covered bro stems for the past decade. Castillo said the emphasis on masculinity is not designed to alienate. The strategy, designed to hook young men on KFC's "Double Down" sandwich, incited the ire of feminist organizations. In , KFC hired female college students to wear sweat pants emblazoned with the words "Double Down" across the rear and give out gift cards to their peers.
Other large companies trying to repackage frat culture and sell it back to its originators have gotten into trouble for pushing the envelope too far. But the brand's irreverence shouldn't be read entirely as satire or ironic distance, claims Castillo. Glorifying male objectification is only one of the ways that the lifestyle brand half-ironically revels in the cliches of fraternity culture. As with many other subcultures, the Internet has been instrumental in bringing together bros over the past few years.
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