St. Pauli courts attention with a new line of merchandise: “Anti-fa” body wash

German special football club St. Pauli breaks the bank of this industry merchandise with a new line of merchandise entitled “Anti-fa”, a body washer gel.

The club, known for its left-wing leanings and for being unusually politically outspoken, launched “Anti-Fa,” a line of shower gels and cream promising “wild freshness from the street.”

The product’s name is an abbreviation of anti-fascism — a nod to the club’s political persuasion — as well as a reference to the left-wing extremist Antifa movement. And then, with the addition of a hyphen, “Anti-Fa” also appears to take aim at German shower gel maker Fa.

German company Henkel, which owns Fa, was not impressed. In a statement on Twitter, the Düsseldorf-based firm said: “The sale of a shower gel with the product name ‘Anti-Fa,’ or the combination of the term ‘anti’ with one of our brand names is fundamentally not in our interests — regardless of the context in which it appears [or] the political attitude associated with it.”

In response, St. Pauli CEO Rettig told the Bild newspaper: “Kudos to our creative marketing and merchandising department. If such people from that party get upset, we’re doing something right.”

He also confirmed the club was aware of Henkel’s concerns and was in contact with the company. The second division football club, better known for its social and political activism than for its success on the field, said its aim with “Anti-Fa” was to take a stand at a time when “Nazis are allowed to scream their right-wing slogans unobstructed and unchecked at their rallies, and when refugees are threatened and hunted.”

It said the proceeds from its shower gel would go to the “Laut gegen Nazis” (“Loud against Nazis”) campaign for victims of right-wing violence.