Soho Bikes Fights Back Against Daily Mail

November 4, 2016

As many of you will already know, some big news hit the UK yesterday that has some pretty big ramifications for the Brexit campaign. Despite Prime Minister Theresa May planning to trigger Brexit by the end of March in 2017, yesterday the high court ruled that parliament must vote on the decision before Article 50 can be triggered. We won’t go into all the details (we’re not political journalists after all), but suffice to say that it’s thrown a substantial stick in to the government’s derailleur.

derailleur stick hanger broken
This is a metaphor for what happened yesterday to the British government, which had been planning to leave the European Union as quickly as possible. How long will it take to source a spare hanger?

As predicted, the news of the high court ruling triggered various reactions from British newspapers and tabloids. Tabloids including The Sun, The Daily Express, and The Daily Mail were furious with the high court’s ruling, suggesting that the judges have gone against the will of the seventeen million Brits who voted in favour of leaving the European Union. Some of the tabloids have gone on to attack the three high court judges who ruled on the case. Here was the headline from the Daily Mail Online yesterday:

The judges who blocked Brexit: One founded a EUROPEAN law group, another charged the taxpayer millions for advice and the third is an openly gay ex-Olympic fencer

As you can imagine, the website drew some substantial criticism for pointing out the sexuality and previous sporting achievements of the Master of the Rolls, Sir Terrence Etherton. As the Head of Civil Justice in the UK, Sir Terrence Etherton is the second most senior judge in England and Wales, and was one of three judges who passed down the high court ruling yesterday.

As reported by The Independent, the headline has since been changed by the Daily Mail. “The paper’s website has since changed the headline and removed any reference to the master of the rolls, Sir Terrence Etherton“, states The Independent in its article. “It’s unclear which bit Mail Online was most embarrassed to have included: the ‘openly’, the ‘gay’, or the ‘Olympic fencer’ part.

Despite the Daily Mail Online editing its headline, it hasn’t stopped Singletrack Premier Dealer, Soho Bikes, from making a point outside the front of their store in Soho in London;

daily mail tabloid newspaper soho bikes gay brexit
Soho Bikes in London tackles the Daily Mail’s headline. Photo courtesy of The Independent.

And the sign has been noted too. Deputy Editor of BBC Newsnight, Jess Brammar, saw Soho Bikes chalkboard sign and issued the tweet below;

As quoted by The Independent, Nick Hawkins (owner of Soho Bikes) was moved enough by the Daily Mail Online’s headline to warrant the statement on his shop’s chalkboard;

Out of frustration, you come into work every morning having read the headlines, and it beggars belief“, stated Hawkins in his interview with The Independent. “You want to do a small bit, so that you feel slightly more on par for the rest of the day. We’re here to sell bikes and make coffee and not worry about running the country, that’s what politicians are here for, but they seem to have forgotten at the moment – and the media seems a bit out of control at times…

You can read the full article from The Independent here.

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