Quick: You’re a convicted war criminal who was found guilty of posing with the corpse of a prisoner of war and then texting the photo to a friend with the message, “Good story behind this, got him with my hunting knife.” You were also accused by fellow Navy SEAL snipers of randomly shooting Iraqi civilians and charged with stabbing an injured, sedated teenage prisoner to death and obstruction of justice—charges on which you were acquitted, likely in part due to the fact that the Navy was slow to respond to reports of misconduct and nearly all the physical evidence was gone by the time a formal investigation was launched. You were sentenced to time served, demoted, and proceedings were initiated to strip you of your status as a special warfare operator, until one Donald Trump intervened and pardoned you, ordering the actions to be halted and reversed. What do you do next? If you’re Chief Petty Officer Edward Gallagher, the answer is, apparently...become an influencer?

The New York Times reports that Gallagher is using his ill repute “as a springboard to social media followers and branding opportunities.” Like many an online micro-celebrity, Gallagher has taken to shilling products on Instagram, including muscle-building supplements called Total War and coffee beans called Double Tap. He’s also promoted a clothing brand run by the SEAL veteran who made the knife he was accused of killing a captive with, whose available merchandise includes items with the logo “KILL BAD DUDES” and a T-shirt emblazoned with the title “Waterboarding Instructor.” Gallagher has also naturally started his own apparel and gear company—Salty Frog Gear—which is described as a “coastal lifestyle brand with an edge.” He and his wife also have an online shop where one can buy T-shirts designed to mock the individuals who testified against him in court, calling them “mean girls.” And obviously, merch is only meant to be one prong of the moneymaking platform:

Chief Gallagher’s lawyer said the SEAL was writing a book about his career, but declined to provide details about whether he had signed a publishing deal or with whom. To be sure, Chief Gallagher is hardly the first Navy SEAL to market his past.... But Chief Gallagher is the first to do it in the wake of a war crime court-martial, and the only one who has sought to tie his public persona so closely to a political party and a divisive commander in chief.