KEEP CALM AND LATTE ON: Or Keep Calm and Sail On. Or Keep Calm and Love On. The Keep Calm and Carry On poster and mug and tee, which sprung from a chin-up Britishism back in World War II, has proliferated in recent years. Because regardless of era, it is a good policy for all of us. So the winky spin on the historic motto had to come along sooner or later. KEEP CALM AND PUMP ON: That one's for shoes. The Keep Calm Shop has a whole bunch. The latte poster is $14.95, and you get a few free.