ABSTRACT
This chapter examines the rapid commercialization of extreme right-wing products and clothing in Germany, focusing in particular on the marketing of national pride in those products. The broad popularity of right-wing extremist brands among German youth can be understood in light of broader theoretical insights about the relationship between consumption, youth culture and lifestyle. The chapter suggests that extreme right-wing brands use national pride in an effort to create community and forge identities, rather than merely reflect them. The marketing of mythical and fantastical national symbols thus not only reflects, but potentially helps constitute a sense of aspirational nationalist identity. Social movement groups across the political spectrum have long utilized symbols as a form of performative communication. Symbols not only aim to strengthen a sense of belonging and collective emotion among group members, but also help groups and movements express and market their ideological beliefs to outside observers.
