For example English brands Lonsdale and Fred Perry have been used in the past years (especially the first) by far right fringes against the wishes of their owners, who in turn either withdrew from certain markets or started sponsoring anti racist or other progressive causes.

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  1. A few years back *Fjällräven* backpacks (specifically *Kånken*) suddenly became popular abroad as a fashion accessory. It’s been sorta popular here for ages (my mother had one in the 80s/90s), but the brand was originally more for outdoors-y stuff (still is), and because of this left-leaning back-to-nature movement in the 70s ((*3:e*) *gröna vågen*), it aquired connotations with leftist politics. Not necessarily something VSCO kids considered.

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