diff --git a/cmd/publishv2/main.go b/cmd/publishv2/main.go
index 9840ab3..5e4b37d 100644
--- a/cmd/publishv2/main.go
+++ b/cmd/publishv2/main.go
@@ -2,6 +2,7 @@ package publishv2
 
 import (
 	"bytes"
+	"errors"
 	"fmt"
 	"log/slog"
 	"time"
@@ -17,6 +18,11 @@ import (
 	"github.com/spf13/cobra"
 )
 
+func init() {
+	UnpublishCmd.Flags().StringVarP(&feedID, "feed", "f", "", "The feed to delete")
+	UnpublishCmd.MarkFlagRequired("feed")
+}
+
 const FeedGeneratorCollection = "app.bsky.feed.generator"
 
 type AuthConfig struct {
@@ -29,7 +35,63 @@ type PublisherConfig struct {
 	Auth AuthConfig
 }
 
-var Cmd = &cobra.Command{
+var feedID string
+
+var UnpublishCmd = &cobra.Command{
+	Use:   "unpublish",
+	Short: "Unpublishes the feed from your PDS",
+	RunE: func(cmd *cobra.Command, args []string) error {
+		ctx := cmd.Context()
+		var publisherConfig PublisherConfig
+
+		if err := config.Loader.Unmarshal(&publisherConfig); err != nil {
+			return fmt.Errorf("decoding config into struct: %w", err)
+		}
+
+		ownerPDS, err := atprotoutil.ResolveUserPDS(ctx, publisherConfig.Feed.OwnerDID)
+		if err := config.Loader.Unmarshal(&publisherConfig); err != nil {
+			return fmt.Errorf("resolving user PDS: %w", err)
+		}
+		slog.Info("Found user PDS", slog.String("pds", ownerPDS.Host))
+
+		client := xrpc.Client{
+			Host: fmt.Sprintf("https://%s", ownerPDS.Host),
+		}
+
+		if _, err := atproto.ServerDescribeServer(ctx, &client); err != nil {
+			return fmt.Errorf("getting info from PDS: %w", err)
+		}
+		authInput := atproto.ServerCreateSession_Input{
+			Identifier: publisherConfig.Auth.Handle,
+			Password:   publisherConfig.Auth.AppPassword,
+		}
+		authOutput, err := atproto.ServerCreateSession(ctx, &client, &authInput)
+		if err != nil {
+			return fmt.Errorf("creating session with PDS: %w", err)
+		}
+		client.Auth = &xrpc.AuthInfo{
+			AccessJwt:  authOutput.AccessJwt,
+			RefreshJwt: authOutput.RefreshJwt,
+			Handle:     authOutput.Handle,
+			Did:        authOutput.Did,
+		}
+		slog.Info("Session established with PDS")
+		deleteInput := &atproto.RepoDeleteRecord_Input{
+			Collection: FeedGeneratorCollection,
+			Repo:       client.Auth.Did,
+			Rkey:       feedID,
+		}
+		slog.Info("Deleting record", slog.String("record", feedID))
+		_, err = atproto.RepoDeleteRecord(ctx, &client, deleteInput)
+		if err != nil {
+			return fmt.Errorf("deleting record for feed generator: %w", err)
+		}
+		slog.Info("Record deleted", slog.String("record", feedID))
+		return nil
+	},
+}
+
+var PublishCmd = &cobra.Command{
 	Use:   "publish",
 	Short: "Commands to publish the feed to your PDS",
 	RunE: func(cmd *cobra.Command, args []string) error {
@@ -70,7 +132,7 @@ var Cmd = &cobra.Command{
 		slog.Info("Session established with PDS")
 		registeredFeeds := feeds.RegisterFeeds(nil)
 		for recordID, feed := range registeredFeeds {
-			slog.Info("Attempting to retrieve previous record")
+			slog.Info("Attempting to retrieve previous record", slog.String("feed", feed.ID))
 			getRecordOutput, err := atproto.RepoGetRecord(
 				ctx,
 				&client,
@@ -79,22 +141,39 @@ var Cmd = &cobra.Command{
 				client.Auth.Did,
 				recordID,
 			)
+			recordFound := false
 			if err != nil {
-				return fmt.Errorf("getting existing record: %w", err)
+				xrpcErr, ok := errors.AsType[*xrpc.XRPCError](err)
+				if !ok {
+					return fmt.Errorf("getting existing record: %w", err)
+				}
+				if xrpcErr.ErrStr != "RecordNotFound" {
+					return fmt.Errorf("getting existing record: %w", err)
+				}
+			} else {
+				recordFound = true
 			}
-			_, ok := getRecordOutput.Value.Val.(*bsky.FeedGenerator)
-			if !ok {
-				return fmt.Errorf("parsing existing record as feed generator: %w", err)
+			if recordFound {
+				_, ok := getRecordOutput.Value.Val.(*bsky.FeedGenerator)
+				if !ok {
+					return fmt.Errorf("parsing existing record as feed generator: %w", err)
+				}
 			}
 			var avatar *util.LexBlob
-			slog.Info("Uploading feed avatar")
+			slog.Info("Uploading feed avatar", slog.String("feed", feed.ID))
 			if feed.Avatar != nil {
 				uploadOutput, err := atproto.RepoUploadBlob(ctx, &client, bytes.NewReader(feed.Avatar))
 				if err != nil {
 					return fmt.Errorf("uploading avatar blob: %w", err)
 				}
 				avatar = uploadOutput.Blob
-				slog.Info("Avatar uploaded")
+				slog.Info("Avatar uploaded", slog.String("feed", feed.ID))
+			}
+			var swapRecord *string
+			if recordFound {
+				swapRecord = getRecordOutput.Cid
+			} else {
+				swapRecord = nil
 			}
 			putInput := atproto.RepoPutRecord_Input{
 				Collection: FeedGeneratorCollection,
@@ -107,14 +186,14 @@ var Cmd = &cobra.Command{
 				}},
 				Repo:       client.Auth.Did,
 				Rkey:       feed.ID,
-				SwapRecord: getRecordOutput.Cid,
+				SwapRecord: swapRecord,
 			}
-			slog.Info("Updating feed record")
+			slog.Info("Updating feed record", slog.String("feed", feed.ID))
 			_, err = atproto.RepoPutRecord(ctx, &client, &putInput)
 			if err != nil {
 				return fmt.Errorf("putting record for feed generator: %w", err)
 			}
-			slog.Info("Feed published")
+			slog.Info("Feed published", slog.String("feed", feed.ID))
 		}
 		return nil
 	},
diff --git a/cmd/root.go b/cmd/root.go
index ee7a7c8..64e372a 100644
--- a/cmd/root.go
+++ b/cmd/root.go
@@ -12,7 +12,8 @@ func init() {
 	RootCmd.AddCommand(indexerv2.Cmd)
 	RootCmd.AddCommand(feedv2.Cmd)
 	RootCmd.AddCommand(seed.Cmd)
-	RootCmd.AddCommand(publishv2.Cmd)
+	RootCmd.AddCommand(publishv2.PublishCmd)
+	RootCmd.AddCommand(publishv2.UnpublishCmd)
 }
 
 var RootCmd = &cobra.Command{