And it's always been there. Just look at the Confederates, both the originals like Alexander Stephen and their modern sympathizers! They see themselves as tragic rebels. Same for the European right. The Fascists and the Nazis styled themselves as radicals who were tearing down the old crusty Establishment. If you read Edmund Burke or Joseph de Maistre, they berate the old aristocracy quite a bit for growing too flabby and decadent to properly fight off the left. Even in the 19th century, conservatives were convinced they were a besieged group fighting off a dominant liberal culture.
Again, none of this stuff is "new" or "alternative." These are the same right-wing tropes that have existed for centuries, but most people don't have the knowledge to point this out. And, frankly, I think if more pointed this out, it would deflate some of the enthusiasm for it. If you're an edgy 4channer who thinks this Alt Right stuff is fresh, you'll probably be dismayed to know that you're just rehashing the same BS that the stodgy old cuckservatives like William Buckley did. In short: don't flatter right-wingers by giving them too much credit.