Maybe it’s over

UeberContinuing the recent theme regarding the English prefix Mc and its use in German brands, let’s zap to England.

I’m not sure how, but the German prefix über (‘over’, as in Übermensch, the etymological root of superman) crept into English a couple of years ago.

Its use is the same. So a person can be uber-cool, uber-careful, etc. Pronounce it as well as you can or want to. It’s still used by some but I think the trend is uber-out.

Or at least I thought uber had peaked till I was in a small and cosy town in North Yorkshire and was smacked between the eyes by this mega-trend. A shop owner had decided their shop was so uber-trendy it should be branded über. Complete with carefully crafted umlauts.

Didn’t work for me, not judging by the wares on sale. And where were the customers?! Maybe über the street.

Alex Woodruff

About Alex Woodruff

Share a little biographical information to fill out your profile. Share a little biographical information to fill out your profile. Share a little biographical information to fill out your profile.

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.