Ghillie (Online)

A Shopify store, Ghillie says that their clothing (yes, they are a clothing retailer) is “Built with purpose.” Given that ‘ghillie’ is an ancient Gaelic term ‘for a person who acts as a servant or attendant on a fishing, hunting, deer stalking or hawking expedition’ it doesn’t take much of a leap of imagination to guess that ‘purpose’ will be to promote the killing of wildlife. As expected Ghillie pepper their website with pro-shoot guff like “We are on a mission to promote great outdoor pursuits, with fly fishing, hunting and outdoor lifestyle at the core of our brand”, being passionate about what they call ‘conservation hunting’, and telling the stories “of Ghillies, guides and keepers, who manage the land and devote their lives to conserve wild places. By doing this we hope to change the perspectives of some who have fallen victim to the mainstream media’s false narratives surrounding these outdoor pursuits.” False narratives, you say…Ghillie says it “was born in the Scottish Highlands” but gives its Company address as Petworth, some 800+km to the south in West Sussex.