First came the newspaper. Then came the website. Then, some time later, came the Shoreditch coffee shop. Now The Guardian has started selling a range of T-shirts.
Costing £20 each, the plain Egyptian cotton tops (ethically sourced, of course) feature catchy slogans making digs at the Daily Mail, the red tops and GCHQ.
For the die-hard fans, there are also a range of £60 Guardian cycling jerseys available on the entertainment section of its website.
Axegrinder can't wait to see editor Alan Rusbridger in one of these:
Nick Davies in one of these:
And former Guardian columnist Glenn Greenwald in one of these: