Thor Steinar clothing

Thor Steinar is a controversial German lifestyle brand founded in 2002. It is widely known for its use of Nordic and Viking-inspired imagery, which has led to significant debate and bans in various public spaces due to its popularity among far-right subcultures. Originally established in Brandenburg, the brand's aesthetic focuses on military-style jackets, hoodies, and cargo pants.

In 2009, the brand's parent company, MediaTex, was sold to an international investor based in the United Arab Emirates. This transition of ownership caused a rift among some of the brand's traditional customer base. Despite the shift in corporate leadership to the Middle East, the design and marketing operations have historically retained strong ties to their German roots, while production is outsourced to various international locations including China and Turkey.