Tell him to join the Royal Marines, then you'll both understand what real pride is. Why have a tatty black beret or half a bear on your head when you can earn the coveted Green Beret and Commando flash's.
If your going to do something at least give it 100%. If he doesn't fancy the hard effort then he can always try the Para's.
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Seriously though tell him to join the Royal Marines or the Para's. Or if he want's to learn a trade that will see him good in civvy life to join the RAF or Navy as a tech.