“Not all cottons are equal”, says the label on my new John Lewis shirt. “We use Supima cotton because it’s one of the most superior types of cotton in the world for creating strong, comfortable and colourful fabric.”
Oh, for heaven’s sake! One of the most superior types in the world? What do they teach kids in English lessons these days? Before you ask, this does appear to be a label printed by that old English retail partnership itself, not by the Bangladeshi factory from which the shirt originates.
Still, perhaps I’m being too fussy. At least they are only claiming it to be one of the most superior types, and, in any case, if I am going to wear a superior type of cotton, I should probably be grateful that it’s not one of the least superior types.
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