"An Ice-Cold Political, Economic Calculation and It Worked Out for Them"

"These product lines have helped bring in new customers, many of whom are oblivious to the brand’s political overtones. One Czech anti-fascist activist, who, like many of his peers, asked to remain anonymous out of concern for his safety, says 'the biggest share of the customers' in the Czech Republic is now older people and sporty types who wear it as a 'cool, macho brand.' In Slovakia, he says, the brand has become popular among metal and hip-hop fans. This spring, the owner of the company's first U.K. store, located in the largely Jewish North Finchley neighborhood in London, told The Independent that Thor Steinar wasn't a Nazi brand, but merely one that is popular in Eastern Europe. The company has also registered its trademark in the United States, and, according to Schmidt, is 'open' to the idea of expanding there."


Thomas Rogers in The New Republic discusses a European clothing company popular with neo-Nazis.