The black and gold color combination serves as the official uniform colors of the Proud Boys, a far-right political organization, signifying group membership and ideological affiliation through visual branding.

Origin Story

The black and gold color scheme originates from Fred Perry polo shirts that the Proud Boys appropriated as their unofficial uniform.

Original Context: Fred Perry, a British clothing brand, produced black polo shirts with yellow trim as part of their regular sportswear line, featuring their distinctive laurel wreath logo.

Early Usage: The shirts were originally worn by skinheads and football fans in Britain, later gaining popularity in various subcultures without political connotations.

Creator Intent: Fred Perry designed the color combination as part of their tennis-inspired sportswear aesthetic, with no intended political messaging.

Political Adoption

The Proud Boys adopted the black and gold Fred Perry shirts as their identifying uniform starting around 2016.

First Political Usage: The group began wearing black Fred Perry polo shirts with yellow trim as a way to create visual unity and recognizable group identity.

Movement Adoption: Proud Boys members regularly appear in this “uniform” combination: black and gold Fred Perry polos, khaki pants, and red MAGA hats.

Meaning Evolution: The colors evolved from casual sportswear to symbols of far-right political affiliation and group membership.

Opposition Response: Fred Perry strongly condemned the appropriation, stating it was “incredibly frustrating” and eventually withdrew the specific style from North American sales in 2020.

Digital Spread

The black and gold color scheme spread across digital platforms as a visual identifier for Proud Boys content and messaging.

Platform Migration: The colors appear in Proud Boys logos, memes, and branding across social media platforms and websites.

Variation Development: Members create custom patches, clothing, and merchandise featuring the black and gold scheme beyond the original Fred Perry shirts.

Viral Moments: The colors gained wider recognition during high-profile events like the January 6th Capitol riot, though members strategically wore all-black that day.

Mainstream Recognition: Media coverage of Proud Boys events consistently highlights their distinctive black and gold uniform as an identifying feature.

Political Impact

Proud Boys black and gold colors influence political discourse through:

Identity Formation: The uniform creates visual cohesion and signals membership in the movement to both allies and opponents.

Messaging Strategy: The colors serve as non-verbal political communication, making ideological affiliation immediately visible at rallies and events.

Cultural Battles: The appropriation sparked debates about political symbolism in fashion and corporate responses to extremist groups.

Opposition Tactics: Counter-protesters and anti-fascist groups use the colors as visual markers to identify Proud Boys members at events.

Media Coverage: News outlets regularly reference the black and gold uniform when reporting on Proud Boys activities, making it a recognized symbol of far-right extremism.

The black and gold color scheme demonstrates how extremist groups appropriate mainstream cultural symbols to create visual identity and political solidarity in both digital and physical spaces.