But it's not just corporations that stand to make serious profit from the film. Just last week, Jezebel touted a $2,000 Lone Ranger belt created by an "actual Native American designer. " Racked, meanwhile, reported on the same designer, stating that a "Native American chief" made the accessories. A project that features Native artisans would be a great thing notwithstanding the problematic nature of dissolving all Natives into "chiefs". Except the artist in question, called Gabriel Good Buffalo, is not a "chief," as Racked wrote. He's not "Lakota Sioux," as Jezebel wrote, either. In fact, Gabriel Good Buffalo is not even Native. Rather, he's a striking example of how the burgeoning market for Native appropriation and branding operates. It might be easy to confuse Good Buffalo for a Native. The last name he uses is not uncommon among certain Natives. And his own website features "Cheyenne War Shield Yell" and "Sioux Turtle Clan" designs.

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