As the far-right movement gains traction in certain areas of Germany, researchers have observed an increasing boldness among some supporters in publicly expressing their views, often through subtle means rather than overt political symbols. These coded messages have been spotted at recent rallies for the Alternative for Germany (AfD) on everyday items like sneakers and T-shirts.
According to experts, certain brand logos such as New Balance and Lonsdale are now being used as veiled references to nationalist and Nazi ideologies, a practice that holds particular significance in Germany where the exhibition of Nazi symbols is legally restricted. This covert signaling involves reinterpretations of brand symbols, such as the “N” on New Balance shoes being linked to “nationalist” and “NB” representing “Nationale Bewegung” (national movement).
Similarly, Lonsdale’s sportswear has seen a resurgence in popularity among the far right due to the potential reading of its logo as NSDA, an abbreviation associated with Germany’s National Socialist Party. These subtle codes allow individuals in far-right circles to identify each other while avoiding legal repercussions, as Germany’s laws primarily prohibit explicit Nazi symbols like flags and slogans.
The evolution of these covert signals reflects a shift in the political landscape where such expressions are becoming more prevalent. The AfD, once a fringe party, has grown substantially since 2013 and is poised to secure a significant victory in the upcoming state election in Saxony-Anhalt, where it has been labeled a far-right extremist group.
Experts note a blurred boundary between hardcore neo-Nazi factions and the broader far-right populist movement in Germany. While not everyone wearing brands like New Balance or Lonsdale may subscribe to extremist ideologies, the visibility of these symbols at AfD events signals a convergence of various right-wing factions supporting the party’s political ambitions.
Despite efforts by brands like Lonsdale to distance themselves from far-right associations through anti-racism initiatives, the resurgence of their popularity among extremists remains a concern. Meanwhile, brands like Thor Steinar, known for its Nordic and runic motifs, are seen as more overt indicators of far-right affiliations.
Overall, the subtle adoption of coded clothing reflects a growing confidence among Germany’s far right, mirroring the perceived shift in societal attitudes that now allows for more open displays of such symbols without fear of reprisal.
