Burton's Babylonic Blunder

We will cleanse Russia of all non-Russians! This was the message relayed in print on British Burton menswear store's new T-shirt, The Guardian reports. Had it not been for an attentive language student, Britons in the thousands might have gone around proclaiming Russian racist propaganda. Instead, Burton realised the blunder and quickly withdrew the shirts.

Language difficulties have caused a lot of misunderstandings throughout human history. The ancient Greek called people of foreign tongue barbarians, as they thought other languages sounded as a constant bar-bar. In biblical mythology, God prevents man from building the tower of Babel by introducing a variety of tongues among the hubristic constructors. Hence, the term Babylonic, to signify language confusion.

That language difficulties occasionally cause misunderstandings even today is far from uncommon. Usually, however, mistakes are rather harmless. This time, though, a major clothes retailer unknowingly distributed a grossly racist product. The grey Burton T-shirt in question centred the Russian double eagle with Orthodox cross surrounded by the text "Очистим Русь от всех нерусских!" (We will cleanse Russia from all non-Russians!). Wearing a T-shirt like this would be illegal in Russia and could possibly lead to police arrest. Let's but hope no poor ignorant British tourist in Moscow or St. Petersburg has ended up in such a predicament.

Though, as a Swede, one should perhaps not be so cocky about inappropriate brand or product names. Swedish furniture manufacturer IKEA is infamous for its stupid naming policy. Would anyone buy a desk called "Jerker", a workbench called "Fartfull", or a chair called "Beslut"? Actually, people do and IKEA somehow gets away with it as part of their clean an innocent Scandinavian image. However, this is not something Burton did with its racist T-shirt, and rightly so. Hopefully, Burton will now have the sense to hire a language expert for future deliveries.