Germany’s far-right movement is gaining ground in certain regions, leading to a more open display of their views in public without overt political symbols. Researchers have observed coded messages embedded in everyday items like sneakers and T-shirts at rallies for the Alternative for Germany (AfD) party.
Brands such as New Balance and Lonsdale are being utilized as subtle nods to nationalist and Nazi ideologies, a significant trend in Germany where the use of Nazi symbols is legally restricted. These symbols serve as dog whistles for those familiar with their hidden meanings, as explained by Gideon Botsch from Potsdam University.
New Balance’s prominent “N” is interpreted by some as representing “nationalist,” while Lonsdale’s logo can spell out “NSDA,” the abbreviation for Germany’s National Socialist Party, when worn strategically. Such tactics allow supporters to convey their extremist views discreetly, within legal boundaries.
The evolving political landscape in Germany reflects the increasing acceptance of these symbols in public spaces, particularly at AfD events. The party, originally considered fringe, is now poised to win the upcoming state election in Saxony-Anhalt, marking a milestone in post-World War II German politics.
Experts note a blurred line between neo-Nazi groups and the broader populist right, with some neo-Nazis actively endorsing the AfD and promoting its agenda. This convergence is reflected in the attire worn at AfD gatherings, where seemingly ordinary clothing brands like New Balance and Lonsdale are favored by a diverse mix of supporters.
While the resurgence of these brands among far-right extremists raises concerns, efforts to combat their misuse are ongoing. Lonsdale, for instance, has a history of combating its association with the far right through anti-racism initiatives. However, the company acknowledges challenges in preventing its products from being co-opted by extremist groups.
In contrast to the ambiguous branding of New Balance and Lonsdale, Thor Steinar stands out as a more explicit symbol of far-right allegiance due to its use of Nordic and runic imagery. Despite legal challenges in the past, the brand has adapted its logo to comply with regulations surrounding banned symbols.
The shifting social climate in Germany, coupled with the AfD’s growing influence, has emboldened far-right supporters to flaunt their affiliations more openly. This trend reflects a perceived shift in societal norms, where wearing such symbols is seen as less contentious and more aligned with prevailing ideologies of the far right.
