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Bad news for grinches who still hate ugly holiday sweaters despite their newfound ironic popularity: Budweiser U.K. is adding some charm to the practice of capitalizing on them.
The beer brand has created a "Knitbot"—what it calls a tweet-powered knitting machine—to knit ugly sweaters for designated drivers. Every tweet tagged with the hashtag #jumpersfordes (jumper being British for sweater, and des being short for designated drivers) causes the machine to knit a little more. Everything about this—the grasping for relevance in social media, the uninvited participation in a tradition not directly connected to any brand—should be annoying.