Gone are the accouterments of the old neo-Nazis and skinhead punks. Gone are the black shirts, the khaki fatigues, gone are their wardrobe’s variations on confederate flags or regurgitation of Nazi emblems. Gone are the steel toed jack boots and shaved heads of the aggressive prison-tattooed machismorati. When the white supremacists moved from Idaho to Metropolis, they stopped of at Urban Outfitters. So there is Steve Bannon, who sports three layers of untucked shirts and cargo shorts and a pair of Birkenstocks. Under grey awnings he sports a permanent stubble. And Richard Stevens, that Eddie Bauer model, whose National Policy Institute presents the aura of yet another run of the mill political think tank.

A key part of this cultural move is to re-brand white nationalism with a more laid back, authentic, communicative style, poses as an inclusive ideology.