Germany’s far-right movement is gaining ground in various regions, with researchers noting a growing trend of supporters expressing their views more openly, sometimes through subtle means rather than overt political symbols. Recent gatherings of the Alternative for Germany (AfD) party have revealed coded messages on everyday items like sneakers and T-shirts.
Brands such as New Balance and Lonsdale are being repurposed as dog whistles for nationalist and Nazi ideologies, which carries particular significance in Germany due to strict laws against displaying Nazi symbols. This shift towards covert symbols was highlighted by Gideon Botsch, head of the Emil Julius Gumbel Research Unit on Antisemitism and Right-Wing Extremism at Potsdam University.
For instance, New Balance sneakers with their prominent “N” symbol are interpreted by some as representing “nationalist,” while Lonsdale clothing is linked to Germany’s National Socialist Party through clever logo positioning. The use of such coded symbols allows individuals to convey their extremist views discreetly, staying within legal boundaries.
The rise of these subtle messages has been noted by the Saxony-Anhalt state intelligence service, emphasizing the shift towards coded language and imagery among far-right groups. The AfD’s ascendance from a fringe party to a dominant force in Saxony-Anhalt’s upcoming state election signifies a significant political transformation, potentially marking the first time a far-right party secures a state majority in post-World War II Germany.
Experts like Fabian Wichmann from the EU Knowledge Hub on Preventing Radicalization observe a blurred line between neo-Nazi factions and the broader populist right within the AfD’s support base. Notably, the mainstream adoption of brands like New Balance and Lonsdale by individuals with extremist leanings underscores the evolving tactics of far-right groups to convey their ideologies.
While New Balance has disavowed any connection to far-right movements, Lonsdale has long fought against its association with extremist subcultures. Despite anti-racism initiatives, Lonsdale has witnessed a resurgence in popularity among far-right groups, prompting the company to take action against retailers engaging in extremist contexts.
In contrast, brands like Thor Steinar, known for its overt Nordic and runic motifs, serve as more explicit indicators of far-right affiliations. The original logo of Thor Steinar, resembling banned SS symbolism, faced legal challenges before being replaced, underscoring the complexities of using symbols in far-right contexts.
The shift towards subtle messaging in clothing choices reflects the growing confidence of Germany’s far right, particularly within the AfD, as they perceive societal acceptance of their views. This trend signifies a broader societal shift that enables individuals to openly display their affiliations without fear of repercussions.