While "The Lone Ranger" film will come and go in theaters, and perhaps to be revived on DVD and in film awards, corporate promo deals will sustain the Tonto image for years to come and will make millions off of retailing Native stereotypes while doing so. 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.

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