Kristi Noem: Embracing South Dakota Toughness Amid Wardrobe Critiques

Allies of Department of Homeland Security (DHS) Secretary Kristi Noem are celebrating her as the “definition of South Dakota toughness.” This support comes amid critics lampooning her for attire choices, such as cowboy hats and protective vests, during her proactive efforts to secure the southern border and address illegal immigration.

Leadership in Action

Rep. Dusty Johnson, R-S.D., shared his admiration for Noem, emphasizing her hands-on leadership style. “Kristi Noem embodies South Dakota toughness; she’s operated a working ranch for decades,” he told Fox News Digital. “She doesn’t sit behind a desk. Instead, she’s on the front lines, rolling up her sleeves alongside the people she leads.” His remarks underscore a contrast between her approach and that of many in Washington.

Immigration and Security Initiatives

Noem’s commitment to immigration and security has intensified since her confirmation as DHS chief on January 25. She has participated in immigration raids in New York City and recently undertook a horseback tour of the southern border in Texas.

In her mission to uphold President Donald Trump’s promise to fortify the border, critics have taken aim at Noem’s wardrobe selections. Some have labeled her outfits as “cosplay” attire, particularly criticizing her cowboy hat during an interview on NBC’s “Meet the Press.” Others have mockingly referred to her as “ICE Barbie” or “Border Patrol Barbie” after she was seen in a baseball cap and a seemingly bulletproof vest while aiding in the New York raids.

The Real Kristi Noem

Supporters of Noem assert that she wears outfits suitable for the tasks she undertakes, reflecting her dedication to her work and her willingness to get her hands dirty. Johnson remarked, “If folks want to nitpick about her wearing the same gear as the people she’s leading — a cowboy hat, work clothes — they don’t understand her or South Dakota. That’s who she is. Always has been.” His comments reflect a sentiment that many Missourians resonate with.

Johnson added, “People in New York or D.C. wouldn’t last a day in the real America. I told folks she’d be an ass kicker, and that’s exactly what she’s doing.” This portrayal depicts Noem as someone who confronts challenges head-on, remaining steadfast in her mission.

Criticism and Misunderstanding

A source close to Noem speculated that the critique of her fashion choices stems from a lack of understanding of her background. He argued the disparity in the scrutiny of wardrobe choices between men and women in similar roles plays a significant role in the matter. “Kristi Noem was taught by her father not to complain about a problem but to go and fix it,” the source conveyed. “She gets her hands dirty and throws herself into a job, which is exactly what she is doing now.”

Connection to Rural America

After stepping down as South Dakota’s governor to serve as DHS chief, Noem has depicted her ability to switch from typical D.C. fashion staples to more practical attire, such as cowboy boots and jeans. While serving as governor, she often donned work-style outfits, especially during her visits to the border and events like the South Dakota Buffalo Roundup.

Historical Context in Leadership

Noem was the first governor to dispatch National Guard troops to border states in 2022. She consistently traveled to southern states, including Texas, to address the pressing immigration crisis, referring to it as a “warzone.” With a background rooted in South Dakota’s ranch culture, Noem remains steadfast in her commitment to her rural upbringing.

Even as she faced criticism following the publication of a memoir in 2024, wherein she defended the controversial decision to euthanize a farm dog, Noem has remained connected to her values. Reflecting on her life experiences during her Senate confirmation hearing, she stated, “I have spent my life in rural America, and I understand what it means to work hard every day to build a better future for our kids and our communities.”

Resilience Against Adversity

Another ally of Noem shared insights with Fox News Digital, asserting that the negative remarks directed at her are a manifestation of opposition to President Trump’s immigration policies. “Many of her critics oppose the mission to ensure national safety by combating illegal immigration. They use petty insults to undermine her credibility and the president, but their attempts will fail,” the ally stated. “She has vowed to fulfill the responsibilities entrusted to her by the president, and she is committed to protecting this country.”