Zoe Latta, a co-founder of the fashion brand Eckhaus Latta, saw the clock on Instagram and started searching for pharma swag on eBay. “It was just a hole I got in,” she said. Latta soon rounded up some examples at “Rotting on the Vine,” her Substack newsletter, describing them as “silly byproducts of our sick sad world.”
Pharma swag feels somewhat like Marlboro Man merch — “like this very specific modality of our culture that’s changed,” Latta said, adding, “At first, I thought it was ironic and cheeky. But it’s also so dark.”
In particular, swag like the OxyContin mugs that read “The One to Start With. The One to Stay With” is regarded as highly collectible and highly contentious. Jeremy Wells, a newspaper owner and editor in Olive Hill, Ky., remembered, for example, seeing the mugs sold at a Dollar Tree in New Boston, Ohio, in the late 1990s or early 2000s. “At the same moment that the epidemic is blowing up,” he said.
“You can do a chicken-and-egg argument, and I doubt very seriously that those mugs made anybody get addicted,” he said. “But I do feel like things like those mugs did add to the mystique and the aura of seduction.” (After a protracted lawsuit, Purdue Pharma, the maker of OxyContin, has been dissolved and is on the hook to pay more than $5 billion in criminal penalties for fueling the opioid epidemic.)
“I was surprised to see how much this stuff was selling for in general — there is demand,” Latta said, pointing to a vintage Xanax photo frame listed for $230. Latta said she could imagine buying it for a friend who takes Xanax on planes (“if it was at a thrift store for under $10”) or maybe a pair of Moderna aviator sunglasses that she found, which seem to nod at Covid vaccines and the signature Biden eyewear, she said.
Pharmacore — medical-branded pieces worn as fashion — has found new expression at the confluence of identity, medicine and commerce, and at a time when skepticism toward pharmaceuticals is at a high (see: the MAHA movement).