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Neo-Nazi clothes brand opens 'Brevik' shop
Another Thor Steinar shop in Hamburg, closed in 2008, Photo: DPA

Neo-Nazi clothes brand opens 'Brevik' shop

Published: 06 Mar 2012 16:18 GMT+01:00
Updated: 06 Mar 2012 16:18 GMT+01:00

German daily Die Welt reported that complaints are flooding in from residents and politicians about the shop in the town Chemnitz, outraged at what appears to be a deliberate act of provocation by a brand commonly associated with the far-right scene.

"This scandalous choice of name has shown a new level of aggression, and violent right-wing tendencies from Thor Steinar," said local politician Hanka Kliese of the centre-left Social Democratic Party.

The chain has defended itself by pointing out that it names all its branches after places in Norway and that they named their newest branch, opened last Thursday, after the village of Brevik, south of Oslo.

Indeed, the company previously had a shop called "Brevik" in Hamburg, though it was closed in 2008.

But critics say this is not enough to explain the choice of a name that is almost identical to that of Norwegian right-wing extremist Anders Behring Breivik, who shot dead dozens of teenagers on the island of Utoya and bombed Oslo city centre last year.

“Having a shop with this name is a catastrophe,” Katja Uhlemann, spokeswoman for Chemnitz council told The Local. “We are in contact with the company that rents out the building and are putting every measure necessary in place to get it shut down but it might prove difficult as it is a private rental company.”

"Legally, we have no power to shut the store down, but we can see from the closing of Thor Steinar shops in other towns that it is possible," she added.

The rental company told local newspaper Die Freie Presse that when they first saw the sign above the door, their “blood ran cold.” They said they had not known the Thor Steinar company's reputation.

Local politicians are particularly concerned about the damaging effect the shop may have on Chemnitz. Neighbouring town Zwickau is already in the media spotlight for having been home to a group of neo-Nazi mass murderers unmasked last year.

A protest is set to take place on Wednesday outside the Brevik shop - which lies in a student-populated area of Chemnitz - and has been planned by the local authorities in the hope that it will drive the company out of the city as soon as possible.

The Local/jcw

The Local (news@thelocal.de)

Your comments about this article

17:17 March 6, 2012 by CaSimone
The lack of empathy, care or consideration for fellow humans is the clear indication of their inferiority. Unless their objective is to turn into robots, then they can claim their path is all good.
18:59 March 6, 2012 by floridaboy
Designer jeans and pastel colored polos is the outfit of choice for today's Neo Nazis?
20:29 March 6, 2012 by Englishted
Does that mean I can wear Fred Perry and Lonsdale harrington jacket without being called a nazi?
23:26 March 6, 2012 by starsh3ro
i hate this neo pricks, but i dont understand the point of the article if the store was already using this name before 2008
23:31 March 6, 2012 by Berlin fuer alles
Pretty tacky s### anyway. Only a numpty would even be seen dead in this clobber. The design matches the morons who don it.
00:51 March 7, 2012 by Illogicbuster
Hmm, they've used the name for YEARS. Only conspiracy theory nut jobs would get worked up over it.
01:05 March 7, 2012 by yourkeau
@Hmm, they've used the name for YEARS.

Nazis also argue that swastika is a Buddhist symbol which was used for centuries, and the Nazi greeting doesn't refer to Hitler, it is just a Roman salutation. So, it is the same sh*t with this name: they tell that this is the name of a village in Norway, but we all know that this is not true. The name of the store was chosen with full premeditation.
01:12 March 7, 2012 by Den Maskin
Comment removed by The Local for breach of our terms.
02:04 March 7, 2012 by Illogicbuster
@yourkeau - What ARE you babbling on about?
02:53 March 7, 2012 by Jeff10
Can I get any good deals on used guns at this new store?
08:37 March 7, 2012 by hereward
So what does it matter if they call THIER store brevik,these stupid marxists are not compelled to shop there,why suddenly are there taboos?you can insult the Christian religion with gay abandon,you can murder children before or after they are born,a few years ago ,a german government minister was advocating sexually stimulating your own children from the time that they were born,and no-one called it paedophilia,we have monsterous abuse of our democratic principles,we have unelected fascists dragooning us all into the eussr slave state,and all you murderous commies can think of is a stores name?It seems that the "liberal" mental illness is prevalent right across europe,how about defending your right to be a human being?
09:10 March 7, 2012 by Yah right
@hereward

A brother to carlm?????
09:25 March 7, 2012 by euan.dykes
Ok so trying to shut this store down in my mind is only going to drive up sales of the product, because the young people now need to shop there and buy as much items as possible before the store is shut down. Cleaver marketing if you ask me, you could even fabricate the whole local outcry to get some media attention.
09:29 March 7, 2012 by design
Who the heck shops in Chemnitz anyway?
10:05 March 7, 2012 by raandy
Let the public be the judge. If they sell items at a reasonable price and items the public want to purchase then what's the problem A name from 2008? that happens to be one letter removed form the mass murderer from 2012.
10:23 March 7, 2012 by Jeffvm
You'd think that someone opening a shop - any kind - in a shitty ossie town in this economic climate would be cause for celebration.
12:30 March 7, 2012 by pjtaipale
Breivik's a crazy murderer. I can perfectly well understand that a lot of people are offended by this. What I don't quite understand is that the same people are not offended by Che Guevara T-shirts.
13:20 March 7, 2012 by William Thirteen
we ran them out of Berlin - let's hope the folks in Chemnitz can do the same.
17:35 March 7, 2012 by Al uk
@pjtaipale a very good point. Guevara was a lefty though and as most people know the left often condones violence when it suits them.
19:04 March 7, 2012 by Jeff10
@Al uk and @ pjtaipale:

Good points. Che was a murderer and a coward. At the end, when cornered by US-trained Bolivian Special Forces, he slipped away from his fellow guerillas, surrendered to the Special Forces, begged for his life, including giving away the positions of his guerillas. All of his guerillas were killed by the Special Forces. Che was given the same justice he'd meted out to hundreds of others in Cuba.

As I'm sure is known by all of you Che-T-shirt-wearing folks, Che enjoyed taking in and watching executions. Mao was the same. Mao used to disguise himself as a peasant in order to mingle with the other 'spectators' at public executions and public torture sessions.

Considering that Hitler was a socialist (as in National Socialist German Workers' Party) and thus, more of a lefty than a righty, the murderous assaults of the left dwarf anything done by rightwing dictators.

Lenin, Stalin, Mao, Ho Chi Min, Pol Pot, to name a few. Their murders might even approach the total number of people killed in all wars in the history of mankind.
14:10 March 8, 2012 by Michael R
As a teacher working in a Berlin state school, why then must I endure the insult of having to teach a student named Usama. Oh sure, its not Osama but I get the picture. Thats like naming my son Hytler ...innit?
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