In Britain, the name William Morris is more associated with the Victorian textile designer and his wallpaper designs than with his namesake who founded Morris Motors — the first British automotive production line in Cowley, Oxford.
In a deeper irony, the more feted artistic Morris was the author of a utopian fantasy, News from Nowhere, in which he extolled a pre-industrial world without machines.
These ideas remain hugely powerful — think only of JRR Tolkien.
Tolkien hated technology, America and motor cars. Over Christmas, I watched Peter Jackson’s impressive cinematic creation of the Lord of the Rings and his depiction of the industrial machine in which the fallen wizard Saruman manufactured his orc armies. The message is clear: industry is evil and will destroy the Earth.
As we move towards the Brexit deadline, nowhere in the debate about national identity and Britain’s relationship with Europe is there any discussion of industry and Britain’s commercial purpose in the world.
The Brexiteer cheerleaders, Boris Johnson and Jacob Rees-Mogg, cannot explain how British manufacturers will thrive in a new world of tariffs and protectionism.
Yet, we are now told by Michael Gove, the Brexiteer Environment Secretary that British livestock farmers need have no fear outside the EU because their produce will be protected from competition.
Therein lies the ghastly truth: come the end of March, Britain will be alone, shunned by foreign investors, its industrial base eroding but its green hills and valleys alive with lambs and cattle, all protected at the expense of consumers.
It will be good for one industrialist, Sir James Dyson, who fancies himself as a gentleman farmer. He has bought 35,000 acres of land on which he last year collected £3 million in EU farm subsidies.
Are we to go full circle? In 1959, the industrial Morris (by then Lord Nuffield) said Britain was “a nation in semi-retirement”.
By the 21st century, the UK seemed to have found a new life in Europe. It would be a shame if it was sent back to rot in a bungalow by the sea.