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If you think the red caps popping up across Greenland and Denmark look surprisingly familiar — you’d be right.
The hats, embossed with the words “Make America Go Away”, are designed to parody the MAGA movement spearheaded by US President Donald Trump, also known as the “Make America Great Again” campaign.
The caps, originally created by Copenhagen vintage clothing store owner Jesper Rabe Tonnesen, flopped last year following their launch. Now that US-EU tensions have notched up, the design is seeing a fresh wave of interest.
Despite protests from European leaders, Trump is doubling down on his intention to conquer the semi-autonomous Danish territory of Greenland, threatening extra tariffs on eight European countries that stand in his way.
“When a delegation from America went up to Greenland, we started to realise this probably wasn’t a joke — it’s not reality TV, it’s actually reality,” said Tonnesen, 58.
“So I said, OK, what can I do?” Can I communicate in a funny way with a good message and unite the Danes to show that Danish people support the people of Greenland?”
The original cap designed by Tonnesen featured a play on words: “Nu det NUUK!” — a twist on the Danish phrase “Nu det nok”. That means “Now it’s enough”, substituting Nuuk, Greenland’s tiny capital.
The founder of another group selling the hats, Victor Schøtt of Greenland Support, told Business Insider that most of his orders are now coming from the US, ahead of Denmark, Germany, Ireland, the UK and the Scandinavian countries. All profits go to support a Greenlandic children’s charity, Schøtt said, which has further boosted interest in the campaign.
Schøtt stressed that the project is not aimed at belittling America itself, but it instead criticises the style of foreign policy represented by Trump.
Trump keeps his eyes trained on Greenland
Donald Trump’s interest in Greenland is not new. Back in 2019, the president openly talked about the possibility of buying the island, which provoked international surprise and a strong refusal from Denmark.
However, Greenland is of great strategic importance. It lies at the interface between the Arctic and the Atlantic, has rich deposits of natural resources — including rare earth minerals — and is a key location for US defence and communication systems. The island is already home to the US Pituffik space base, formerly known as Thule Air Base, which is important for air and space monitoring.
Donald Trump has suggested that Washington should have greater control over the Arctic region for national security reasons, especially in the context of Russian and Chinese hostilities. Threats of tariffs and even a refusal to rule out military action have been perceived in Europe as a worrying departure from previous alliance-based diplomacy.
Defenders of Greenlandic autonomy
The response from the Greenlandic public has been swift and decisive. Demonstrations have taken place in Nuuk and other cities in recent weeks, with residents stressing that the future of the island should be shaped solely by Greenlanders. The protesters recall that Greenland, although formally linked to Denmark, has wide autonomy and has been debating possible independence for years — but on its own terms and not under pressure from an external power.
The caps have thus become more than a viral novelty or a fashion statement. They have become a protest against an imperial tone of politics, and a reminder of Greenland’s right of self-determination.