Her quippy liberal sweater brand went left. Was it the right choice?
From Prairie Roots to Political Fashion: The Lingua Franca Story
Cybersecarmor.com – When Rachelle Hruska MacPherson established her New York-based apparel label ten years back, she never envisioned that icons such as Oprah Winfrey and Martha Stewart would be wearing her creations. What began as a simple clothing venture transformed into something far more significant—both commercially and culturally. The brand, known as Lingua Franca, specializes in hand-stitched cashmere sweaters crafted by women, and it unexpectedly found itself at the center of American political discourse.
Through determination and vision, MacPherson built an empire centered around the company's signature "Give a Damn" collection. This line features bold, progressive pullovers that directly challenge the policies of President Donald Trump's administration. The playful designs, rendered in lowercase typography, carry messages like "melt ICE," "i like my ICE crushed," and "impeach him." These witty statements have resonated with consumers seeking both style and substance.
A Political Homecoming
While Lingua Franca has expanded well beyond its political origins, recent years have brought the brand back to its roots. The company introduced ready-to-wear collections in 2020 and now operates from a spacious 10,000-square-foot facility in Manhattan's Garment District. Although customizable sweaters remain the primary revenue driver, the brand has found renewed relevance as other companies navigate the political landscape during Trump's second term.
"We've kind of tamped down the politics as we've grown, but obviously this is the 250th year of our country, and I think a lot of things were happening and so it felt natural," MacPherson, 43, explained to USA TODAY.
The "Give a Damn" sweaters, priced between $150 and $380, have attracted high-profile admirers. Winfrey and Stewart have both been photographed in the collection, while actress Connie Britton wore the brand's black "poverty is sexist" sweater to the 2018 Golden Globes.
From Nebraska to New York
MacPherson's journey began in Nebraska, where she grew up in Lincoln spending summers on her family's farm with relatives. She attended Pius X High School, a well-regarded Catholic school, before studying at Creighton University in Omaha. In 2005, she relocated to New York City to pursue opportunities beyond the Midwest.
Her career took off when she co-founded Guest of a Guest in 2008, a lifestyle platform documenting the glamorous lives of New York's elite. She married hospitality executive Sean MacPherson in 2011, and together they raised two sons, Maxwell and Dashiell. Following Dashiell's birth in 2016, MacPherson faced severe postpartum anxiety and depression.
"I was working nonstop and trying to make sense of the digital landscape when everything was changing and really kind of just sunk into a deep black hole," MacPherson recalled. She began therapy and started taking Lexapro, a widely prescribed antidepressant. Her therapist suggested manual activities to help her disconnect from screens and the relentless news cycle.
The Return to Embroidery
During a family vacation to Montauk, MacPherson visited a JoAnn Fabrics store and rediscovered a childhood skill. Her paternal grandmother, Rita, had taught her embroidery while they spent summers together on the farm.
"We used to spend summers there with my cousins, and I just remember it being one of my happiest times in my life," MacPherson said. She hadn't sewn in two decades but purchased needles and thread on impulse.
Lingua Franca's debut collection featured 2,000 apolitical sweaters distributed through Net-a-Porter. MacPherson drew inspiration from her mother-in-law Janet MacPherson, a pioneering figure in women's surfing. Janet, who continued riding waves into her eighties, is pictured wearing a Lingua Franca "outlaw" sweater in her New York Times obituary.
Viral Success and Growing Pains
After Trump's election victory, MacPherson photographed an embroidered sweater honoring Barack Obama and shared it on Instagram. The image spread rapidly online, as she later documented in a Business Insider essay. The piece was originally created as a gift for Anna Carter, who operates a digital telegram service with her husband, Graydon Carter, the former editor of Vanity Fair.
The brand has accumulated an impressive roster of celebrity supporters, including Candice Bergen, Jamie Lee Curtis, Katie Couric, Andy Cohen, America Ferrera, Reese Witherspoon, Jane Fonda, Laura Dern, and Lupita Nyong'o. However, success has not been without challenges. MacPherson faced significant criticism for her anti-ICE designs, which led one retailer to discontinue carrying the brand.
Perhaps the most vocal detractors have focused on the premium pricing of the sweaters. In 2018, she addressed these concerns in The Hollywood Reporter, acknowledging that luxury comes with expectations. Today, Lingua Franca stands as a testament to how personal passion, when combined with timing and authenticity, can create a brand that transcends fashion to become a cultural statement.
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