BREAKING: ICE immigration company formally renamed to NICE by Trump admin
The White House released an image of the agency’s new uniforms Tuesday on X, which features a golden bald eagle accompanied by several symbols and the letters “NICE.”
President Donald Trump has renamed US Immigration and Customs Enforcement (ICE) to National Immigration and Customs Enforcement (NICE), in an effort to portray federal immigration officers in a positive light in the face of continued demonizing rhetoric from Democratic lawmakers and legacy media.
The White House released an image of the agency’s new uniforms Tuesday on X, which feature a golden bald eagle accompanied by several symbols and the letters “NICE.”
The rebrand followed the president responding to a social media post last month that stated, “I want Trump to change ICE to NICE (National Immigration and Customs Enforcement) so the media has to say NICE agents all day everyday.”
Trump responded, “GREAT IDEA!!! DO IT.”
Some individuals praised the name change on social media, while others were skeptical.
“I love this!!! It’s NICE to keep illegals out of our Great Nation,” wrote X user Angela Stevenson.
“Looks gorgeous,” another user wrote, adding, “Make sure you include a crying liberal on the opposite sleeve.”
Following two officer-involved shootings in Minneapolis, the Trump administration has stepped up its efforts to rally national support for immigration enforcement personnel. In March, President Trump directed the deployment of ICE agents to assist TSA officers during the continuing partial DHS government shutdown, which caused long airport waits. The effort was successful as it allowed average Americans to view ICE officials in a positive light. Many of the ICE agents were observed on video assisting people through lines, handing out drinks, and carrying passengers’ luggage.
Since the president re-entered the White House in January 2025 and enacted mass deportation operations, death threats against ICE agents have increased more than 8,000 percent, while violence against them has increased 1,125 percent, according to the Department of Homeland Security (DHS). DHS officials have linked the surge of attacks, ranging from vehicle rammings, open gunfire, Molotov cocktails, biting, and kicking, to “sanctuary politicians’ rhetoric” and their demonization of ICE.
Democratic lawmakers have repeatedly referred to ICE agents as “Nazi’s,” the “Gestapo,” and “slave patrols,” often claiming that armed “masked men” have been “kidnapping” members of the community, referring to ICE officers performing lawful immigration arrests under policies enacted by Congress.
Now, thanks to President Trump’s rebrand, these same lawmakers who have spent more than a year demonizing the immigration agents arresting and removing criminal illegal immigrants from the nation will have to refer to ICE as “NICE.”