This article is focuses on the styles of the Alt-Right movement, in particular the Proud Boys, an organization founded in 2016 with chapters in America and Europe that, among other fascist groups, has been proved to be involved in the attack on the U.S. Capitol. It is shown how the group’s style is disseminated as Nazi pop with guerrilla-like strategies combined with the concept of the hipster. In doing so, it becomes clear that the affective mediation of a supposedly subversive hipness proves to be one of many reasons why these men managed to become a relevant group in the American political landscape within a few years. Contrary to the assumption that the Alt-Right just “appropriates” various fashions, the thesis is put forward that the Proud Boys only appropriate what, from their point of view, does not appear to be fashion, but rather is connectable to right-wing populist ideologies as anti-fashion.
