(From the archives of HHA (Historical Hipsters Association):)
Portrait of Sir William Brodrick, 1614.
Sir William was fond of his beard pomade and scorned the more mainstream pearl earring to instead get earplugs with the skull and crossbones. He soon outgrew the motto of the Brodrick family ("My beer is greater than your beer"). and chose to ironically add three more (in turn: "Dowland is a sell-out" - after lutist and composer John Dowland was endorsed by the court; "Go kale or go home!" and finally "Stop gentrifying the New World"). It is to be understood that the mottos were not in themselves necessarily ironical, he just adopted them ironically.
He may have invented the macchiato before coffee was even a thing.