What is the Lonsdale controversy?
In appropriating the clothing brand for their own purposes, the group has turned the name LONSDALE into a pernicious acronym. They take part of its name (NSDA), and claimed it as a reference to Adolf Hitler’s political party the NSDAP (National Sozialistische Deutsche Arbeiterpartei). In the early 2000s, the brand became popular among some European neo-Nazis, allegedly because a carefully placed outer jacket leaves only the letters NSDA showing; one letter short of NSDAP, the initials of the Nationalsozialistische Deutsche Arbeiterpartei—the Nazi Party.