Shiloh Hill is taking WWE merch sales to a place nobody else on the roster seems to be touching — the dark web.
The NXT talent took to Instagram on October 11 and claimed he created his own site specifically to sell his “DON’T SLEEP ON SHILOH HILL” shirt through the dark web. Hill didn’t just tease the idea either. He says the site is already live, links are being passed around through the Tor network, and he has already sold two shirts through it.
Hill opened the video by admitting that this whole thing could either be genius or a complete disaster, but he made one thing very clear: as far as he knows, nobody else in WWE is selling merch this way.
“Well, this is either a great idea or a horrible idea, but it’s official. I’m now the only wrestler in the WWE whose merch you can buy through the Dark Web. This is actually my first time selling stuff on the Dark Web. I made this Onion site earlier today, and I’ve been posting links to it across, like, the deepest, darkest corners of the tour network. I’ve already sold two on this, which I think is enough to make this the official apparel of the Dark Web.”
Hill even joked that two sales are apparently enough to crown his shirt the “official apparel of the Dark Web,” which is exactly the kind of ridiculous branding you would expect from someone who has built so much of his online character around this world. He also made sure to tell fans not to go hunting for the site if they have no idea what they are doing. Hill stressed that anyone who simply wants the shirt can buy it the normal way through WWE Shop instead.
“But yeah, if you don’t know what you’re doing, please do not try to find this site. If you want the shirt, you can just buy it through the regular Internet on WWE Shop. But if you do know what you’re doing, I put a very special message for you right in here. Just be careful.”
So yes, there is apparently a normal option too. Hill is not telling every wrestling fan to start digging around the dark web just to buy a T-shirt. The entire stunt seems designed to make the shirt itself feel like part of his character, while the regular WWE Shop remains available for anybody who does not want their merch purchase to feel like an episode of Mr. Robot.
This also fits perfectly with the weird dark web identity Hill has already built online. As Ringside News previously covered, Hill’s “Shoeman” material became so intense that he later said his real address was leaked and he was forced to move. Ringside News also covered Orlando police contacting WWE over Hill’s dark web content after viewers became concerned enough to start making calls.
That history matters here because Hill has now found a way to turn the dark web from part of the character into an actual merch gimmick. Instead of simply posting a product photo and sending fans to WWE Shop, he built a site, started spreading links through the Tor network, and claims he has already made sales there. Whether this is a serious underground storefront or just another layer of Hill’s character is almost beside the point — the shirt itself is now part of the act. So apparently the guy selling WWE shirts through the dark web is already moving on to the next weird chapter.
What do you think about Shiloh Hill selling his WWE merch through the dark web? Is this a clever way to turn his character into a merch gimmick, or is this one of those ideas that sounds better before someone actually tries it? Leave your feedback in the comments and let us know what you think.
