In certain regions of Germany, there has been an observable increase in public displays of far-right sentiments, even without overt political symbols, as per researchers. At gatherings supporting the Alternative for Germany (AfD), subtle indicators were noticed on items like sneakers and T-shirts.
Experts have identified the adoption of mainstream brand logos such as New Balance and Lonsdale as covert signals for nationalist and Nazi ideologies, especially noteworthy in Germany due to strict laws prohibiting Nazi symbols. These symbols are being used as dog whistles by individuals at events associated with the extreme right, as noted by Gideon Botsch from Potsdam University.
For instance, New Balance sneakers have been co-opted by some, interpreting the “N” on the shoes as representing “nationalist” and “NB” for “Nationale Bewegung.” Similarly, Lonsdale’s sportswear has seen a resurgence among the far right, with the logo spelling out NSDA when positioned in a specific manner.
The subtlety of these signals is crucial given Germany’s legal restrictions on Nazi symbols, which encompass flags, badges, slogans, and greetings. This has led to a rise in the use of coded symbols understood only by those familiar with their meanings, ensuring compliance with the law.
The political landscape in Germany has witnessed a shift, with the AfD evolving from a fringe group to a prominent force, poised to secure victory in the upcoming Saxony-Anhalt state election. If successful, it would mark the first time a far-right party has achieved an absolute majority in a German state since World War II.
According to Fabian Wichmann, from the EU Knowledge Hub on Preventing Radicalization, there is a blurred line emerging between hardcore neo-Nazis and the broader populist right in Germany. Neo-Nazi elements have been observed at AfD events, endorsing the party as a means to advance their own extremist agendas.
While not everyone wearing brands like New Balance and Lonsdale is a neo-Nazi, the prevalence of such attire signifies shared narratives among far-right groups. The willingness to openly display these symbols reflects the growing influence of the far right in Germany and the AfD.
Both New Balance and Lonsdale have distanced themselves from far-right associations, with Lonsdale actively combating its appropriation by extremists through anti-racism initiatives. However, these brands continue to be embraced by the far right, leading to concerns over their misuse.
In contrast, Thor Steinar stands out as a more explicit indicator of far-right affiliations due to its longstanding association with Nordic and runic imagery. The brand’s original logo faced legal challenges for resembling banned SS symbols, but subsequent modifications have avoided legal repercussions.
The evolving use of coded clothing signals in Germany reflects broader societal changes and the growing acceptance of far-right ideologies among certain segments of the population.