If you buy what someone stands for — intellectually, philosophically or culturally — does this mean you will also buy them literally? Their taste, their tchotchkes, their likeness?

A whole chunk of modern consumer culture is built on betting that the answer is yes, from celebrity product lines (Jessica Simpson, Paul Newman) to the growing businesses of YouTubers like Bethany Mota and Zoella, who have become beauty and fashion ambassadors.

But what happens when you add politics and morality to the mix? When you attach a value to the idea of your own values?

Such are the questions raised by the creation of Wiki License, the commercial arm of WikiLeaks and Julian Assange, which is working with companies around the world to create a line of officially sanctioned “quality apparel and merchandise.” Not just T-shirts but possibly knits, leather jackets — even activewear. USB sticks! Briefcases! The sky’s the limit!