Donald Trump has launched a new line of “limited edition” American Eagle-branded electric and acoustic guitars, priced between $1,500 and $10,500 for a signed model. Announcing the venture on his Truth Social platform, Trump shared a photo of himself holding one of the guitars—despite not being known for his musical abilities.

The collection, named the “Presidential Series,” features various designs, including simple black, red, and gold models, along with the patriotic “American Eagle” and “God Bless the USA” designs adorned with stars and stripes. The guitars also boast the phrase “Make America Great Again” inlaid in pearl on the neck and the number “45” on the headstock, commemorating Trump’s presidency. Only 1,300 of each type will be made, and orders are promised to arrive by Christmas.

A promotional website, gettrumpguitars.com, highlights the exclusivity of these instruments. However, the announcement sparked mixed reactions online. Critics called it tone-deaf to market high-priced items during a cost-of-living crisis, while supporters defended the move and mocked the backlash.

Trump, known for leveraging his fame for branding, has previously launched products ranging from Trump Steaks and Trump University to digital trading cards, gold high-top sneakers, and MAGA-themed Bibles. Though some see these ventures as shameless self-promotion, his base has embraced them enthusiastically.

While Trump doesn’t play the guitar, he is known for his eclectic taste in music and frequently acts as a DJ at Mar-a-Lago, spinning tracks from Elton John, Metallica, and Frank Sinatra. His campaign events often include music, though endorsements from major artists like Bruce Springsteen, Taylor Swift, and Beyoncé went to his political rival, Kamala Harris.

Despite criticism, Trump remains undeterred, proving once again his knack for merchandising and marketing.