Yeah, 100% satire. I mean, just read the quote "attributed" to Gavin McInnes:
“We Proud Boys stand up for Western Chauvinism and political violence,” explained Proud Boys founder Gavin McInnes, “but we can’t allow ourselves to be associated with all this gay content. That’s why we’re changing our group’s name to something manly and tough, with cool matching leather jackets that could never be misconstrued.”
“There’s absolutely nothing gay about a bunch of dudes hanging around each other in leather. Go Leather Men!” chanted McInnes to his identically-clad followers.