Thor Steinar is a German clothing

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

manufactured by Thor Steinar Mediatex GmbH, a subsidiary of International Brands General Trading, a

Dubai Dubai (Help:IPA/English, /duːˈbaɪ/ Help:Pronunciation respelling key, ''doo-BYE''; Modern Standard Arabic, Modern Standard Arabic: ; Emirati Arabic, Emirati Arabic: , Romanization of Arabic, romanized: Help:IPA/English, /diˈbej/) is the Lis ...

-based company. In Germany, the brand is considered closely associated to

neo-Nazism Neo-Nazism comprises the post–World War II militant, social, and political movements that seek to revive and reinstate Nazism, Nazi ideology. Neo-Nazis employ their ideology to promote hatred and Supremacism#Racial, racial supremacy (ofte ...

by the '' Verfassungschutz'' of the state of

Brandenburg Brandenburg, officially the State of Brandenburg, is a States of Germany, state in northeastern Germany. Brandenburg borders Poland and the states of Berlin, Mecklenburg-Vorpommern, Lower Saxony, Saxony-Anhalt, and Saxony. It is the List of Ger ...

. In German media, the brand is most often discussed in the light of this association. Wearing Thor Steinar clothes is expressly forbidden in the

Bundestag The Bundestag (, "Federal Diet (assembly), Diet") is the lower house of the Germany, German Federalism in Germany, federal parliament. It is the only constitutional body of the federation directly elected by the German people. The Bundestag wa ...

, the

Landtag A ''Landtag'' (State Diet) is generally the legislative assembly or parliament of a federated state or other subnational self-governing entity in German-speaking nations. It is usually a unicameral assembly exercising legislative competence ...

e of

Mecklenburg-Vorpommern Mecklenburg-Vorpommern (MV; ; ), also known by its Anglicisation, anglicized name Mecklenburg–Western Pomerania, is a Federated state, state in the north-east of Germany. Of the country's States of Germany, sixteen states, Mecklenburg-Vorpom ...

and

Saxony Saxony, officially the Free State of Saxony, is a landlocked state of Germany, bordering the states of Brandenburg, Saxony-Anhalt, Thuringia, and Bavaria, as well as the countries of Poland and the Czech Republic. Its capital is Dresden, and ...

, and in several football stadiums.

History

The brand was registered as a trademark by Axel Kopelke in October 2002 and was manufactured by Mediatex GmbH. In March 2009, Mediatex sold the brand to International Brands General Trading, a

-based company.

Controversy

Since the inception of Thor Steinar, the company has used two logos. Much of the controversy regarding the clothing label revolves around their first logo, featuring a combination of a *tiwaz rune and a *sowilo rune: the runes were so combined that a part of the logo became very similar to the

wolfsangel (, translation "wolf's hook") or () is a heraldic charge from mainly Germany and eastern France, which was inspired by medieval European wolf traps that consisted of a Z-shaped metal hook (called the ''Wolfsangel'', or the ''crampon'' in F ...

which is used by some organisations with neo-Nazi connections. It was also used by the Nazis as exemplified by the insignia of the

2nd SS Panzer Division Das Reich The 2nd SS Panzer Division ''Das Reich'' () or SS Division ''Das Reich'' was an armored division of the of Nazi Germany during World War II. Initially formed from regiments of the ''SS-Verfügungstruppe'' (SS-VT), ''Das Reich'' initially served ...

. In addition there is some similarity to the insignia of the

Schutzstaffel The ''Schutzstaffel'' (; ; SS; also stylised with SS runes as ''ᛋᛋ'') was a major paramilitary organisation under Adolf Hitler and the Nazi Party in Nazi Germany, and later throughout German-occupied Europe during World War II. It beg ...

. The manufacturers of the Thor Steinar brand rejected this interpretation of the original logo. Their second logo is a gyfu rune, similar in appearance to a

saltire A saltire, also called Saint Andrew's Cross or the crux decussata, is a Heraldry, heraldic symbol in the form of a diagonal cross. The word comes from the Middle French , Medieval Latin ("stirrup"). From its use as field sign, the saltire cam ...

, and has not caused controversy. This rune is known as an apolitical symbol given its historical relationship to pre-Christian

mythology Myth is a genre of folklore consisting primarily of narratives that play a fundamental role in a society. For scholars, this is very different from the vernacular usage of the term "myth" that refers to a belief that is not true. Instead, the ...

. On occasions, Thor Steinar shops have been attacked with stones or paint bombs.

Germany

In Germany, public display of Nazi-associated symbols, as well as glorification of

Adolf Hitler Adolf Hitler (20 April 1889 – 30 April 1945) was an Austrian-born German politician who was the dictator of Nazi Germany from 1933 until Death of Adolf Hitler, his suicide in 1945. Adolf Hitler's rise to power, He rose to power as the lea ...

and

denial Denial, in colloquial English usage, has at least three meanings: * the assertion that any particular statement or allegation, whose truth is uncertain, is not true; * the refusal of a request; and * the assertion that a true statement is fal ...

the Holocaust The Holocaust (), known in Hebrew language, Hebrew as the (), was the genocide of History of the Jews in Europe, European Jews during World War II. From 1941 to 1945, Nazi Germany and Collaboration with Nazi Germany and Fascist Italy ...

, are illegal (under

Strafgesetzbuch section 86a The German (StGB; ) in section § 86a outlaws use of symbols of "unconstitutional organizations" and terrorism outside the contexts of "art or science, research or teaching". The law does not name the individual symbols to be outlawed, and ...

and

Strafgesetzbuch ''Strafgesetzbuch'' (, literally "penal law book"), abbreviated to ''StGB'', is the German penal code. History In Germany the ''Strafgesetzbuch'' goes back to the Penal Code of the German Empire passed in the year 1871 on May 15 in Reichst ...

paragraph 130, respectively). Despite that, the

Federal Office for the Protection of the Constitution The Federal Office for the Protection of the Constitution ( or BfV, often ''Bundesverfassungsschutz'') is Germany's federal domestic intelligence agency. Together with the Landesämter für Verfassungsschutz (LfV) at the state level, the fed ...

, which collects domestic intelligence for the government, appraises the number of active participants of the

far-right Far-right politics, often termed right-wing extremism, encompasses a range of ideologies that are marked by ultraconservatism, authoritarianism, ultranationalism, and nativism. This political spectrum situates itself on the far end of the ...

movement at around 40,000. Various authorities and organizations, including

'' Verfassungsschutz'',Verfassungsschutz Brandenburg
''„Thor Steinar“ scheitert mit neuem Vertriebsweg''
2008 have identified the wearing of Thor Steinar clothes as one of the indications of membership in the far-right subculture. Wearing the label is prohibited in the German

and in the

s of

and

. In addition, several football clubs including

Tennis Borussia Berlin Tennis Borussia Berlin is a German football club based in the locality of Westend in Berlin. History The team was founded in 1902 as ''Berliner Tennis- und Ping-Pong-Gesellschaft Borussia'' taking its name from its origins as a tennis and ...

Borussia Dortmund Ballspielverein Borussia 09 e. V. Dortmund, often known simply as Borussia Dortmund () or by its initialism BVB (), or just Dortmund by International fans, is a German professional sports club based in Dortmund, North Rhine-Westphalia. It is ...

Werder Bremen Sportverein Werder Bremen von 1899 e. V. (), commonly known as Werder Bremen, Werder or simply Bremen, is a German professional sports club based in Bremen. Founded on 4 February 1899, Werder are best known for their professional association foo ...

Hamburger SV Hamburger Sport-Verein e.V. (), commonly known as Hamburger SV () or Hamburg (), or HSV (), is a German sports club based in Hamburg, with its largest branch being its Association football, football department. Though the current HSV was founde ...

and

Hertha BSC Hertha, Berliner Sport-Club e. V., commonly known as Hertha BSC () or Hertha Berlin, is a German professional football club based in Berlin. Hertha BSC plays in the 2. Bundesliga, the second tier of German football league system, German footbal ...

prohibit wearing the label in their stadiums. The online retailer

Amazon Amazon most often refers to: * Amazon River, in South America * Amazon rainforest, a rainforest covering most of the Amazon basin * Amazon (company), an American multinational technology company * Amazons, a tribe of female warriors in Greek myth ...

stopped selling the brand in 2009. Despite this, Amazon has since been criticized for employing internal security guards with far-right connections who wore the same clothing.

Norway

Various designs by Thor Steinar have had Norwegian flags and Norwegian names, such as Trondheim, Nordfjord, Nordstrand or Bergen. The official stores selling the clothes are also named after the oldest Norwegian city,

Tønsberg Tønsberg (), historically Tunsberg, is a List of towns and cities in Norway, city in Tønsberg Municipality in Vestfold county, Norway. It is located about south-southwest of the capital city of Oslo on the western coast of the Oslofjord near ...

. The government filed a complaint against the use of the Norwegian flag in February 2008. The legal complaint however failed and it is unlikely that a second attempt will be made. The Norwegian Embassy, the Norwegian Office for Foreign Affairs were informed by Mediatex – the company behind the Thor Steinar brand – in December 2007 that future collections starting and including the spring and summer 2008 collection will no longer use the national symbol of Norway. The company issued a statement in response to the issue.

Brevik store

Until 2008, the chain operated a store named ''Brevik'', for the town Brevik in

Telemark Telemark () is a Counties of Norway, county and a current electoral district in Norway. Telemark borders the counties of Vestfold, Buskerud, Vestland, Rogaland and Agder. In 2020, Telemark merged with the county of Vestfold to form the county o ...

, Norway. In February 2012, Thor Steinar opened a new store in

Chemnitz Chemnitz (; from 1953 to 1990: Karl-Marx-Stadt (); ; ) is the third-largest city in the Germany, German States of Germany, state of Saxony after Leipzig and Dresden, and the fourth-largest city in the area of former East Germany after (East Be ...

also with the name ''Brevik''. Its similarity to the last name of

Anders Behring Breivik Anders Behring Breivik (; born 13 February 1979), officially named Fjotolf Hansen from 2017 to 2025, and Far Skaldigrimmr Rauskjoldr av Northriki since March 2025, is a Norwegian neo-Nazi terrorist and mass murderer. He carried out the 2011 No ...

(who committed the July 2011 Norway attacks) in conjunction with his far-right politics led to public outcry and local authorities sought to have the store closed. The store was eventually renamed to Tønsberg in March 2012.„Brevik“ heißt jetzt „Tonsberg“
''Taz.de'', 7 March 2012.

References

{{reflist

External links

Official website
Clothing brands of Germany Products introduced in 2002 Neo-Nazism in Germany Clothing controversies