Unexpected Endorsement: How Venezuela's Maduro Wearing a Maine Hoodie Boosted a Startup's Traction

When U.S. authorities captured Venezuelan President Nicolás Maduro in a nighttime military operation on drug trafficking charges, the geopolitical implications dominated headlines. But for Pete Roberts, founder of Maine-based apparel startup ORIGIN, the defining image was Maduro giving a double thumbs-up while wearing his company's signature "Patriot Blue" hoodie surrounded by DEA agents.

Roberts' phone erupted with notifications as social media circulated photos showing Maduro sporting ORIGIN's hoodie featuring its "Wave of Freedom" logo. "I had to start putting the pieces together: Why is this dude wearing an Origin hoodie?" Roberts recounted in a video statement. The irony wasn't lost on him—the logo representing ORIGIN's mission to revitalize New England manufacturing communities now adorned a leader accused of suppressing freedom.

Venezuela's President Nicolas Maduro places his hand over his heart during a military ceremony (File photo)

Founded in Farmington, Maine, ORIGIN emerged from Roberts' vision to rebuild regional manufacturing capabilities. The company partners with local mills and employs traditional techniques like shuttle weaving, positioning itself as an antidote to fast fashion. Their moisture-wicking hoodie—which boasts a "triple chill effect"—suddenly became center stage in an international drama.

Roberts speculated a DEA agent might have provided the hoodie, quipping: "Probably slipped this on him and said, 'You're going to feel the fabric of freedom on American soil.'" The theory gained credence when ORIGIN co-founder Jocko Willink, a retired Navy SEAL, noted the brand has supporters "in every branch of service and every agency of government."

Beyond the political theater lay tangible business results. Within 24 hours, ORIGIN's website traffic surged approximately 300% while sales jumped 200%. For a company focused on community-level impact, the global exposure was unprecedented. "It would be really hard for a company out of Maine to get a billion eyes on our brand," Roberts acknowledged to News Center Maine.

Social media circulated images of Maduro wearing the hoodie during custody

The incident highlights how unpredictable events can catalyze startup growth. ORIGIN's hoodie—designed for athletes needing temperature regulation—became an accidental political symbol. Roberts found particular irony in its cooling technology being used during New York's chilly weather: "Maybe they wanted him to feel comfortable or a little uncomfortable."

Despite the windfall, Roberts insists ORIGIN won't politicize the moment. "We're just trying to use it for brand awareness and to get people back into our store," he stated. The company maintains its core mission: demonstrating that ethical manufacturing can drive regional economic renewal. What began as an effort to revive New England's textile industry now has an improbable case study in viral marketing—proving that in business, as in geopolitics, unintended consequences can create unexpected opportunities.