Brendan O'Neill
The idea that facts are sacred to The Guardian is a sick joke.
Are you a rich, smug liberal? There’s a new garment on the market that lets you wear your moral sanctimony across your chest.
24 September 2025 10:34am
The Guardian and the fashion brand Lingua Franca have entered into a collaboration to create expensive jumpers Are you a rich, smug liberal? Do you want the world to know? If so, I have good news: there’s a new garment on the market that lets you wear your moral sanctimony right across your chest.
The Guardian has dropped some merch. It’s a range of what can best be described as posh jumpers, each emblazoned with a conceited slogan. What better way to mark yourself out from the madding crowd of oiks and gammon than by donning a luxuriant sweater that lets the world know you read Britain’s most high-minded paper?
The jumpers come from a collab between The Guardian and Lingua Franca, a luxury clothing brand in NYC beloved of wet, wealthy Leftists still in mourning over Kamala’s pummelling at the ballot box.
They’re cashmere crewnecks: luxury material for luxury beliefs. They’re £281 each, which is not far off what the average, non-Guardianista Briton spends on clothes in an entire year: £331. They feature “natural materials” and were made using “ethical labour”. Worry not, affluent liberal who can splurge nearly 300 quid on a poncy top: the woman who stitched your gesture garment will have been paid minimum wage. DT.
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Are you a rich, smug liberal? Do you want the world to know? If so, I have good news: there’s a new garment on the market that lets you wear your moral sanctimony right across your chest.
The Guardian has dropped some merch. It’s a range of what can best be described as posh jumpers, each emblazoned with a conceited slogan. What better way to mark yourself out from the madding crowd of oiks and gammon than by donning a luxuriant sweater that lets the world know you read Britain’s most high-minded paper?
The jumpers come from a collab between The Guardian and Lingua Franca, a luxury clothing brand in NYC beloved of wet, wealthy Leftists still in mourning over Kamala’s pummelling at the ballot box.