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A clothing company's attempt to 'rebrand' the swastika unsurprisingly backfires Open in fullscreen

The New Arab

A clothing company's attempt to 'rebrand' the swastika unsurprisingly backfires

KA design argues the swastika is traditionally a symbol of peace [Teespring]

Date of publication: 8 August, 2017

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Europe-based KA design has come under fire for trying to "rebrand" the swastika as an LGBT symbol meaning peace and love.
A design company has defended its T-shirts and sweaters emblazoned with a swastika as an attempt to 'rebrand' the infamous Nazi symbol.

KA design, based "somewhere in Europe", released a clothing line in which a white swastika is set against a colourful backdrop resembling the rainbow flag popularised at gay pride events.

It launched the line last month, selling items on Teespring website.

In a launch video, KA design says the Nazis "took the swastika, rotated it by 45 degrees, and turned it into hatred, and turned it into fear, and turned it into war, and turned it into racism".

The swastika and its variants were key to a number of ancient cultures, most notably to Indo-Aryan peoples who invaded and settled in the Indian sub-continent in the early Bronze Age, around 5,000 years ago.

The symbol carries religious importance for a number of Indian religions, including Hinduism, and the word itself derives from the Sanskrit language, which was spoken in ancient India and continues to hold liturgical importance for Hindus.

The Nazis later appropriated the symbol as part of their own race-based mythology, in which they exalted Nordic European peoples as the descendants of the original Aryan race.

After the defeat of the Nazis in the Second World War, displaying the swastika was banned in several Western countries.

"[Nazis] stigmatised the swastika forever," KA design said. "They won, they limited our freedom, or maybe not? ... The swastika is coming back, together with peace, together with love, together with respect."

However the company's attempt to rebrand the symbol has unsurpsingly backfired.

After thousands of angry tweets and posts on Facebook, Teespring withdrew the clothes from sale.

KA design responded to the controversy on Facebook on Monday.

"Hatred and Nazism have won," the company said. "We brought out the worst in people. We believe in a world of infinite forgiveness. We forgive everyone. And we hope to be forgiven. Let Love Prevail."

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