In the sweeping vistas of South Dakota, a state renowned for its robust sense of identity and resilience, Kristi Noem has emerged as a stalwart embodiment of these traits. Serving as the Secretary of the Department of Homeland Security (DHS), Noem’s firm stance on immigration and dedication to security have seen her transition from the Governor’s office in Pierre to leading national efforts from Washington.
Kristi NoemNoem’s roots are deeply entwined with South Dakota’s culture and economy, having been raised on a ranch in Hamlin County. This rural upbringing is reflected in her approach to leadership, evident in her direct involvement with immigration enforcement, where she has been mocked for her choice of attire such as cowboy hats and bulletproof vests. Critics have labeled these choices as ‘cosplay’, yet her supporters argue these speak to her authenticity and South Dakota toughness.
Representative Dusty Johnson, R-S.D., who has long been an ally of Noem, articulated this sentiment clearly. “Kristi Noem is the definition of South Dakota toughness and actually ran a working ranch for decades,” Johnson told Fox News. “She talks straight, works hard, and gets the job done. Like any great leader, she’s not sitting behind a desk — she’s out there on the front lines, rolling up her sleeves and working alongside the people she leads.”
Dusty JohnsonThe criticism targeted at Noem’s wardrobe choices belies a more profound ideological battle over immigration. Noem’s allies suggest that the derision she faces is less about fashion and more about disapproval of her and former President Donald Trump’s immigration policies. Indeed, Kristi Noem made significant moves during her tenure as South Dakota’s governor, including deploying National Guard troops to border states in 2022, positioning herself as a proactive leader on national security.
“The simple fact is that many of her critics are opposed to President Trump’s mission to keep the nation safe by fighting illegal immigration, and they’ll try to undermine it any way they can — and that includes hurling petty insults at the Secretary of Homeland Security to undermine her and the president,” noted a source close to Noem.
Kristi Noem’s leadership style also draws from South Dakota’s rich tradition of perseverance. In January 2025, during Noem’s Senate confirmation for her role as DHS Secretary, she proudly stated, “I have spent my life in rural America and understand what it means to work hard every day to build a better future for our kids and our communities.” Her statement is more than rhetoric — it underscores a commitment to her roots and to fulfilling her duties with the integrity honed by years of ranch work and service to South Dakota.
Amid controversies, including her wardrobe choices, Noem remains unfazed. Her narrative is one of authenticity, aligning with South Dakota’s fiercely independent spirit. This is exemplified by her participation in September 2023 at the South Dakota Buffalo Roundup, an event that celebrates local heritage and draws visitors from across the country.
The public discourse surrounding Kristi Noem underscores a growing tension between urban and rural perspectives in America, with her embodiment of South Dakota values at its center. Her hands-on approach, whether riding a horse at the southern border or involved in the gritty details of immigration raids, exemplifies a leadership style that sees work as the great equalizer.
Dusty Johnson summed up the sentiments of many in South Dakota: “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.” In Johnson’s view, Noem’s approach to leadership is precisely what South Dakota and the nation need — a reminder of the values that built South Dakota’s foundation.
As Noem continues to serve at the helm of the DHS, she carries with her not just a portfolio of national security but a legacy of South Dakota toughness, characterized by resilience, authenticity, and an unwavering commitment to her duties. For now, Kristi Noem remains focused on her charge: ensuring the security of the nation while staying true to her South Dakota roots.
Department of Homeland Security