"Beyond this gun-friendly politicized community, the brand has proven popular among firearms users and enthusiasts who frequent extreme online gun forums, places like ar15.com, SnipersHide, M4carbine, and 4chan’s weapon’s board /k/, which all skew very right-wing. 4chan’s /k/ weapons board was a key early home for Boogaloo Bois, a group of extremists who anticipate participating in a second civil war. Forums like SnipersHide openly defend Kyle Rittenhouse’s alleged murder of innocent protesters. David Noel, an army veteran and graduate student at Carnegie Mellon who researches gun culture, says that in the decade-plus he’s spent in the ar15.com forums, he’s noticed frequent use of a Thomas Jefferson quote, long popular with armed self-described militia groups: “The tree of liberty must be refreshed from time to time with the blood of patriots and tyrants.”
https://www.motherjones.com/politics/2021/02/black-rifle-coffee-company/
https://www.motherjones.com/politics/2021/02/black-rifle-coffee-company/