The cost of living crisis has hit the nation's most vulnerable. However, no-one is suffering more than middle-class, middle-aged men.
One such victim is Simon Smythe, 41. He has paid nearly £200 for a pair of Air Jordan trainers which look utterly ridiculous on him.
"I thought I would get a motorbike or a sports car or maybe even a twenty-something bit on the side.
"But I've got an energy bill coming up so that's all gone to hell."
"I understand some folk are choosing between heating and eating. But I had to choose between Air Jordans or Yeezys. So it's the same really.
"I love my new dope kicks," said Smythe without a hint of irony.
"They will never cheat on me, never give me a hard time about loading the dishwasher and, unlike my wife, will only get better with age.
"I get nods of recognition from some of the local high school kids. They're probably just going to ask me to chill with them because they see me as a peer.
'My wife thinks they're sizing me up to mug me, but she's just jelly."
Simon's wife, Katie, has struggled with his midlife crisis.
"He freaks out when his new trainers get a bit of dirt on them.
"At least if he had bought a motorbike he would spend some out of the house at weekends.
"Even if he was banging his secretary, I'd at least get a decent night's sleep without him snoring."
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