Mainstream AF

It’s been just about four years since I published my first post about commercial sightings of “AF,” the abbreviation for the intensifier as fuck. And my, how far we’ve traveled since 2015: from festival T-shirts and Etsy geegaws to subway ads, a Netflix movie, and a surreal bidet commercial. We went back and forth on pronunciation: one-syllable word or initialism? (The latter, it would seem.)

And now we find ourselves, and AF, in the middle of Main Street, USA.

To be precise, the personal-care/feminine-hygiene aisle of Target.

Down There Wipes in “Sensual Seduction.” They’re FRESH AF, says “Rachel S.”

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Sluts

Last week, in response to the passage of draconian anti-abortion laws in several U.S. states, a Los Angeles–based makeup company announced that for four days it would be donating 100 percent of its revenue to organizations that support reproductive rights. The company, which was founded in the aftermath of the 2016 presidential election “by a group of jaded romantics,” is no stranger to controversy. The provocation begins with the company name: Lipslut.

Lisplut F*ck Trump

Pictured: Lipslut’s “F*ck Trump” shade. The company also sells “F*ck Kavanaugh” (named for the newest U.S. Supreme Court Justice, Brett “I Like Beer” Kavanaugh), “F*ck Hollywood,” “Notorious R.B.G.” (a tribute to Supreme Court Justice Ruth Bader Ginsburg), and a dark purple shade called — deep breath — “Leftylibglobalistsantifacommiesocialisthollyweirdopigs,” which takes its name from an internet troll’s insult.

Lipslut joins an increasing number of mainstream brand names, titles, and idioms that deploy the S-word. As of this writing there are 54 registered or pending SLUT trademarks in the U.S. Patent and Trademark Office database; while a few are put to risqué use (SLUTNATION.XXX), many are family friendly. Which means that slut—a wanton word throughout its history—may be shape-shifting yet again.

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Sweary links #13

Headed back to school? Here’s your syllabus for Swearing 101.

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“For so universal an experience, a child’s discovery of curse words is the topic of surprisingly few picture books.” The New York Times reviews a new book that’s among the surprisingly fewLittle Bird’s Bad Word, by Jacob Grant.

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“Son of the illegal lottery!” sounds filthier in Tagalog, we’re sure. More at Foul Mouth: a website about Filipino dirty words.

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