Why are silly, ugly Christmas jumpers popular?
Traditional ugly Christmas jumpers as have reached unprecedented levels of popularity this year, especially in London on Brick Lane, long been synonymous with vintage clothing.
"We put the Christmas jumpers out in November and they've been selling really well since. They've been a best seller for the past four weeks of so and they're really doing well”, stated Vintage Store Supervisor Maximillian King.
Silly and indeed ugly Christmas sweaters or jumpers as they are known in the UK, were worn in earnest in the 1980s in North America and Britain, and their popularity has seen a recent resurgence.
But in London, a city known for its sharp style, why are ugly jumpers flying off the racks?
Freddie Yockney, Assistant Manager at Rockit explained, "when you have so many rules and structures about how you're meant to dress, the liberation of just dressing crapply and going full-on for it, reflects Christmas itself, it is garish, it is bold."
Whether worn to liberate, to be ironic, or as a nod to the past, Christmas jumpers also chime with a certain British sense of humour.
"Being British really helps with the fun aspect of it. I think British people are really game to make themselves look stupid and that's part of the fun of it I think”, stated Fashion sub-Editor of Made in Shoreditch magazine, Isabel Calabria.
The Save the Children charity holds an annual Christmas jumper day to raise money, and high street brands and top designers are also jumping on the band wagon.
So, if you're wondering, the key ingredients to a successful jumper are… "tacky, beaded, velvety, colours, that's what I'd say, just loads of stuff going on it, that's my favourite Christmas jumper." Quirked Maximillian King.
For those still asking why, the question perhaps is why not?
After all, ´tis the season to be jolly’.