Rebranding
2025 June
2025-06-01 Pete Hegseth renamed several U.S. Naval Ships that were named after prominent women, civil rights leaders, or any other American character he feels does not meet criteria for his “warrior ethos”
2025-06-27 Pete Hegseth announced a Naval ship name change during Pride Month, citing that being named after a gay military member was “political” and did not align with his warrior ethos. Hegseth wrote on social media, “I am pleased to announce that the United States Navy is renaming the USNS Harvey Milk to the USNS Oscar V. Peterson. We are taking the politics out of ship naming”.
https://x.com/SecWar/status/1938568563838886269
2025 September
2025-09-05 Trump signed an executive order rebranding the DOD as the Department of War because it “sounded tough”.
2025-09-30 Pete Hegseth summoned every military leader in the world to Quantico to discuss military appearance, promote his book, patronize anyone still supporting DEI, and tout the MAGA “FAFO” adage.
https://www.thedailybeast.com/pentagon-petes-cringey-fafo-threat-met-with-awkward-silence/
2025 November
2025-11-11 During a Veterans Day speech Trump stated he wants to rename the federal holiday as Victory Day.
https://www.upi.com/Top_News/US/2025/11/11/trump-veterans-day-speech-victory-day/3501762890394/
2026 January
2026-01-14 The Congressional Budget Office estimated it would cost American taxpayers up to $125M for rebranding the DoD as the Department of War.
2026 February
2025-02-10 Pete Hegseth signed a memorandum to rename Fort Liberty back to Fort Bragg back to a Confederate general. However, in the memorandum Hegseth referred to PFC Roland Bragg, a different “Bragg” from the original General.