On the same day President Donald Trump announced that he was ramping up the war against the Afghan Taliban, his Trump Organization plugged the arrival of its camouflage collection.

The timing was exquisite, in more ways than one. “New season, new camo,” the organization tweeted, noting it was “just in time for fall.”

The tweet included a sweaty selfie of Donald Trump Jr. sporting some of the new gear, which includes T-shirts, sweatpants, and embroidered wallets and hip flasks.

Some Twitter users poked fun at the choice to use Don Jr. as the main model, a decision seemingly at odds with the president’s bragging about his personal wealth.

“Can’t even spring for a proper model,” wrote one user.

“Because when I think roughin’ it in the woods, hunting, living off the land, doing rural everyday joe stuff, I think of this guy,” another person tweeted, adding a photo of President Trump in his gilded New York penthouse apartment.

Other people on Twitter found the choice of camouflage ironic, since the president has been criticized for receiving five deferments from the Vietnam War draft – including once reportedly for bone spurs.

“Good enough to hide you from the Draft Board,” one person tweeted.

“Can the entire Trump family wear it so we never have to see them again?” another replied.

There was no immediate comment from the Pentagon on whether the 14,000 American troops in Afghanistan would be outfitted in Trump-branded camo.

Reporting by AFP