Faux British Hipness

The USDA blog has a post on how a new market for cotton is being created with "Under Armour".  The company was founded by a UofMD man so has gotten some attention in the Post.  But I was struck for the first time today by the British spelling of "armor". I guess he was trying to be posh and hip and all that good stuff.  Maybe the athletes he clothes "glow" or "perspire" instead of "sweat".  Farmers sweat.