This Activewear Brand Wants to Be Lululemon for Fascists

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This Activewear Brand Wants to Be Lululemon for Fascists
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Will2Rise is marketing “militant active wear” to white nationalist Active Clubs, which train members for street combat

by the nonprofit Counter Extremism Project, reveals that there are at least 46 active clubs across 34 states in the U.S. The “transnational” network also has chapters in 15 countries, including Canada, and across Europe, with 23 chapters in France alone.

Alexander Ritzmann, who conducted the CEP research, describes the groups as “trying to build a militia” in plain sight. They foreground a broad ideology of “white unity” — both to prevent infighting and to appear less threatening to law enforcement. The exact purpose of the fight-training remains ambiguous, but Ritzmann insists this is on purpose, following the philosophy that a violent white supremist movement needs more “fighters than thinkers.

Rundo was also “a driving force in the creation” of the Will2Rise clothing brand, according to the CEP report. The Southern Poverty Law Center recently included Will2Rise among entities it labels “.” The shop serves many purposes: reinforcing the public-facing aesthetics of the Active Club movement, raising money, and aiding in recruitment. According to Ritzmann’s research, the shop gets about 10,000 visits a month, with visits lasting about 15 minutes, “indicating shopping.

Rundo’s life on the lam in Europe came to a halt this year. The 33-year-old was collared in Romania in March, and histo the United States was announced Aug. 2. He has pleaded not guilty to the conspiracy to riot charges, and is expected to go to trial in December. Not surprising, Rundo has become a cause célèbre in extremist circles — especially for Will2Rise. A banner at the top of its website demands “Free Rob Rundo.” The company is also selling Shepard Fairey-esque art posters reading “FREE RUNDO,” and is even raffling off a wood carving of its fasces logo, fashioned by supporters at the “Austrian Art Academy.”

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