The Fashion of Hate: How Germany’s Far Right is Using Branding to Signal Their Views

As the Alternative for Germany (AfD) party gains ground in eastern Germany, researchers have observed a disturbing trend: supporters are co-opting everyday brands to signal their nationalist and Nazi sympathies. This phenomenon reveals a changing landscape in German politics.

The use of coded symbols is not new in extremist circles. However, the willingness of far-right supporters to display these signals openly, even in public spaces where such views are not explicitly permitted, has increased. This is a deliberate strategy designed to skirt the law and avoid prosecution.

Gideon Botsch, head of the Emil Julius Gumbel Research Unit on Antisemitism and Right-Wing Extremism at Potsdam University, notes that AfD supporters have begun using logos from brands like New Balance and Lonsdale as “dog whistles” for nationalist and Nazi symbolism. The ambiguity of these symbols is crucial, allowing them to be interpreted in multiple ways by those aware of their meaning.

The shift towards coded language among far-right supporters can be attributed to the changing political climate. As the AfD gains strength and popularity, its supporters feel emboldened to express their views more openly. This trend matches the growing power of Germany’s far right and the AfD, which has been designated a far-right extremist group in Saxony-Anhalt.

Researchers point out that this phenomenon is not limited to clothing or accessories. It also reflects a willingness to display these signals openly, even when it means risking social ostracism or conflict with law enforcement. This shift indicates a growing sense of confidence among far-right supporters that they can express their views without fear of reprisal.

The use of coded symbols by far-right supporters is not only a challenge to German law but also an affront to the country’s commitment to democracy and human rights. It serves as a stark reminder that old wounds still linger in Germany, particularly with regards to its complex history and the ongoing legacy of the Holocaust.

Brands like New Balance and Lonsdale must take a more proactive stance in addressing this issue. As one expert noted, these companies have a responsibility to monitor their branding and prevent its misuse by extremist groups. This requires not only vigilance but also a willingness to engage with the complex issues surrounding far-right ideology.

The rise of the far right is a warning sign for Germany, and it’s time for policymakers and citizens alike to take notice. As the country grapples with its past and its present, addressing the coded language and symbolism used by far-right supporters requires a nuanced understanding of the complex issues at play, as well as a willingness to engage in open dialogue about the future of German democracy.

Lonsdale has spent decades fighting its misuse by extremist groups, including skinheads and neo-Nazis in Germany during the 1980s and ’90s. However, despite efforts to curb this trend, it appears that the phenomenon is returning with a vengeance.

The use of coded symbols by supporters of the AfD is a symptom of a deeper problem – a growing sense of nationalism and anti-Semitism in German society. It’s time for policymakers, citizens, and brands to take a stand against this trend and work towards creating a more inclusive and tolerant society.

Germany must address the fashion of hate head-on if it hopes to prevent the resurgence of far-right ideology. The country’s future hangs in the balance: will it continue down the path of divisive politics or find a way to confront its past and build a more inclusive future?