Hipsters. They just can't catch a break can they?
Their latest source of ridicule for arguably the 21st century's most persecuted middle class minority comes in a set of ads from a Capetown-based beer company, picking on the alt-creative types with some wryly well-aimed put downs.
Banjos, selfies, fixed-gear bicycles, groomed moustaches - no twee instrument or vintage look is safe in the eyes of Garagista Beers, who, unlike blue collar beverages in the US were adopted ironically by the in-crowd, appear to have stuck first blood here.
Or perhaps, hoping to get some young people on board, they’re being ironic about being ironic. Whatever the case, trying to get our head around the levels of irony has got us thirsty for a beer.