Parkland survivor David Hogg plans to launch his own LGBT-inclusive pillow company with the specific goal of driving Mike “MyPillow Guy” Lindell out of business.

Hogg, now a 20-year-old gun control advocate, announced on Thursday (4 February) that he and progressive tech entrepreneur William LeGate would be teaming up for a new bedding venture challenging MyPillow.

“This pillow fight just got very real,” he declared on Twitter.

It appears that the business idea started as a joke between the pair, but Hogg later confirmed they’d decided to go all in. He tweeted a list of goals for the future company which included supporting progressive causes and hiring formerly incarcerated Americans.

That alone would be more than enough to set their rival company apart from MyPillow, but Hogg went a step further.

When responding to a troll who sent him an explicit homophobic meme, the young entrepreneur simply turned into another business idea.

“Anybody interested in a Pride limited edition pillow?” he asked.

“If we sold this pillow we could give all of the profits from it’s sale to LGBTQ orgs and Sex Ed. These trolls are awesome, they’re free advertising and they have great ideas, keep them coming guys.”

He added that he and LeGate “can and will run a better business and make a better product all with more happy staff than Mike the pillow guy while creating US based Union jobs and helping people. This pillow fight is just getting started”.

It’s hard to know exactly what the MyPillow Guy thinks of this development, because his persistent claims of voter fraud saw him permanently banned from Twitter this week. We’ll all sleep a little easier for it.