Press Centre

End of the line for flat cap politics

Flats caps – long revered as the ultimate symbol of gritty, hard working Northern men – are now far more popular in the affluent areas of South East of England .

The news will disappoint thousands of politicians, authors and artists who, for years, have traditionally used the flat cap to evoke images of factories, whippets and dependable working class honour.

Instead, supermarket Asda’s latest sales figures reveal that the typical flat cap wearer now lives in the Home Counties and probably speaks with a plummy accent.

Said Asda spokesman Dominic Burch : “The flat cap has gone posh – and British political language may never be the same again “

The news comes as commentators complain that traditional distinctions between the main British political parties are becoming ever more blurred.

Asda’s biggest selling flat cap – a country-style, burgundy and brown flat cap – now sells over THREE TIMES as many in the South of England as it does in the North.

Caps made other, single colour materials such as white and blue are also growing in popularity.

A new generation of flat cap wearers such as Guy Ritchie, David Beckham and film star Samuel L Jackson has given it a trendy image, known as Retro Hunting Chic, say Asda’s clothing experts. Older middle class men, such as Victor Meldrew, are also choosing flat caps to keep their bald head warm.

Said Asda’s dominic Burch: “ There’s no doubt that the whippet-loving, pigeon-fancying working class man drinking a pint of mild while wearing a flat cap is a thing of the past. “Now, you’re more likely to hear the typical flat cap wearer say: “ Absolutely marvelous, darling,” rather than “ Trouble at mill.”

Posted in Press Centre on 30 March 2007