KAILUA-KONA, Hawaii — Amid ongoing debates surrounding Elon Musk’s controversial actions, local entrepreneur Matthew Hiller has seized a unique business opportunity. The owner of MadPufferStickers, Hiller has gained recognition for his range of anti-Musk stickers that have made appearances on Teslas across the nation.
Hiller launched his first anti-Elon sticker in early 2023, featuring the phrase, “I bought this before we knew Elon was crazy.” Reflecting on his decision to create the stickers, Hiller expressed disillusionment with Musk’s recent behavior, stating that he felt Musk had crossed a line into bullying and disinformation. Despite once considering purchasing a Tesla, Hiller’s views shifted as he aligned more closely with his values.
“I appreciated the technology and its environmental benefits, but some issues transcend technology. I didn’t want to be mistaken for someone who supports his views or actions,” Hiller said. His stickers, which he sells through platforms like Amazon, Etsy, and eBay, have rekindled conversations about celebrity influence in business and personal choices.
In the months following his initial launch, Hiller’s business began to thrive, drawing in sales that topped $100,000 in a single month. Notable sticker designs include “Anti Elon Tesla Club” and “Elon is a dogebag,” with approximately 70,000 items sold to date. The online success can be attributed to renewed public interest in Musk, especially in the wake of political events that have kept him in the headlines.
Unexpectedly, some of Hiller’s customers do not harbor negative feelings toward Musk, a factor that adds complexity to his sales. He shared a story of a father who ordered a sticker as a birthday gift for his son in Los Angeles, a city notably affected by recent vandalism targeting Tesla vehicles. The father included a note expressing good wishes and a desire for the sticker to keep his son safe.
This trend of gifting anti-Musk stickers stems from a growing discontent among certain groups, who have taken to vandalizing Teslas and Tesla dealerships as a form of protest. Such actions have not gone unnoticed, with various political figures, including those in the Trump administration, condemning these incidents.
Despite his sticker success, Hiller maintains a grounded perspective regarding his entrepreneurial venture. He continues to work part-time at an aquarium and has no plans to transition into full-time sticker sales. “If this trend ended tomorrow, I would be fine. I never intended to rely on the fluctuating opinions surrounding a billionaire for my business model,” he said.
Hiller’s stickers have not only become a tool of expression but have also sparked dialogue about the responsibilities celebrities hold in shaping public discourse. For the moment, he embraces the attention and success, while keeping his priorities in check, balancing work and passion with a clear set of values.