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This phenomenon seemed to come to the fore with brown, which was the colour of 2001, spawning the loathsomely ubiquitous phrase 'brown is the new black' and all its many offshoots.
When the friend shows his inmost heart to his friend; the lover to his best-beloved; when man does not vainly shrink from the eye of his Creator, loathsomely treasuring up the secret of his sin; then deem me a monster, for the symbol beneath which I have lived, and die
After establishing the 'soul' of their corporations, the superbrand companies have gone on to rid themselves of their cumbersome bodies, and there is nothing that seems more cumbersome, more loathsomely corporeal, than the factories that produce their products.
The show, based on the Nintendo card game, is set around the loving and beautiful relationship between ten-year-old Ash and his pocket monster, Pikachu, a loathsomely cute Pokemon.
They may even be disgustingly, horribly, loathsomely despicable; foully, incomprehensibly and nauseatingly repulsive; hideously, repellently horrid and abominable - although I do have to admit I haven't quite made up my mind yet.
I have an e-mail address book full of loathsomely square people under the age of 35 (you know who you are, geeks).