The Hitler Brand

What is it about Adolf Hitler that causes businesses in foreign countries to use his name to market their products?

First it was “Fuhrerwein” being sold in northern Italy, now it’s a Hitler clothing store — complete with a circular swastiska dotting the “i” — that has opened in a city in western India.  The owner says that he didn’t know that Hitler was the name of a Nazi dictator who gave the order to kill millions of innocent Jews.  Instead, he claims, “Hitler” was just a nickname given to the “very strict” grandfather of a friend.  Really?  And the very strict grandpa dotted the “i” with a swastika?  Give me a break!

It turns out that Hitler is popular in certain parts of India, because he is viewed as giving “dignity and prestige” to Germany.  Apparently Indian schoolbooks don’t teach people that he was a mass murderer whose bloody dictatorial reign made Germany a pariah state that, even now, 70 years later, is still trying to to live down the inexplicable horror of the Nazi years.

But hey . . . if using the name Hitler and the swastika brings curious people into the store and results in a few purchases that might not have occurred otherwise, what’s the harm of trading on the name of one of history’s most evil figures?