Thor Steinar, German neo-Nazis’ favorite clothing brand, is expanding throughout Europe, reports Berlin-based Thomas Rogers for New Republic:
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Around 2010, Pavel Klymenko started noticing a curious brand of clothing gaining popularity with Kiev’s upper-middle class. The hoodies and shirts weren’t especially fashionable. They were covered in garish Nordic imagery, like a wolf howling at the moon, and fit into the macho style favored by many Ukrainian men. But Klymenko, an activist who monitors the extreme right in European football, recognized the name often emblazoned on the clothes in Gothic letters: “Thor Steinar,” two words that, for the past decade, have been synonymous with Germany’s fascist fringe. “Previously it had been worn by Ukrainian neo-Nazis who want to show off,” he says. “Now it was becoming popular among wealthy people.”
Klymenko learned that Thor Steinar had just opened a Kiev store in Dream Town, an upscale mall co-owned by a flashy Jewish businessman.