Brazilian elite uses the World Cup to show their discomfort in being Brazilian

A Brazilian Operating in This Area

ellusmatsukawa “Down with this underdeveloped Brazil.” That is how jeans-wear Ellus decided to engage with the World Cup — by putting that message in a shirt. I suppose they have a lame PR response, saying it is against the bottlenecks, not against the country. Still all Brazilians who understand our stray dog syndrome know what people who wear that shirt actually mean. After all, Ellus stores are attended mostly by folks who don’t use the public healthcare system. They don’t study at state schools. And they rarely set foot into public transportation in Brazil’s main cities (although they gladly do it abroad).

So what are they frustrated about? Are they as selfless as the activists who protest with an end in sight, whatever that end is? Or do wealthy Brazilians voice their criticism out of sheer boredom?

My answer is that rich Brazilians are frustrated for being Brazilian. And they poison the tone about…

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