Chesterton defended slang against snobbish critics by pointing out that it is language at its most inventive. To call someone “a big cheese” is to write a tiny poem - a leap of imagination that sees one thing in terms of another. Linguists and philosophers George Lakoff and Mark Johnson later argued that metaphor is not decoration but the very structure of thought: we treat time as money, argument as war, life as a journey. Street language, then, is not a debased form of high culture but a living source of it - a fitting idea for a brand built on street philosophy.