Like his uncle, William Rees-Mogg has no interest in being cool. “Let’s be clear,” he tells me firmly as we sit down in a 17th-century Oxford coffee house, “I am not at all cool.”

In recent weeks, William’s uncle Jacob, the Conservative MP for North East Somerset since 2010, has found himself catapulted into the media spotlight as a frontrunner to replace Theresa May when the times comes. In the not-yet-a-race to be the next leader of the Conservative Party and prime minister, a number of polls this weekend put the Brexiteer as the second favourite – behind David Davis, the Brexit Secretary.

With his authentic, unembarrassed demeanour, a plummy drawl, an eccentric fondness for double-breasted suits and a Commons voting record that places him firmly on the party’s reactionary wing, the Eton-educated backbencher has been cultivating something of a cult following on social media. This grassroots movement has even acquired a nickname, “Moggmentum”, a play on Labour’s Jeremy Corbyn-supporting Momentum wing, and one that is cut from similar cloth as the 2015 phenomenon of Milifandom.

And leading the charge to win over millennial voters to Conservatism from the grip of Corbynism is Rees-Mogg’s nephew, William.