You may have noticed a new hashtag invading the internet this week: #normcore. It has everyone dusting off their stonewashed jeans and athletic socks and hopping on the bandwagon.
But just what is normcore exactly? In short: it's a trend of young urbanites dressing like bland '90s-era dads. Articles of clothing involved include athletic shorts, New Balance sneakers and fleece zip-ups. Basically, anything that will allow you to stand out by looking anonymous.
As New York magazine's The Cut said in its trend-spotting piece on Wednesday:
Normcore is fashion for those who want to look like everyone else. Mall clothes. Jerry Seinfeld clothes: http://t.co/5HhMIqRtKN— The Cut (@TheCut) February 26, 2014
Indeed, Jerry Seinfeld seems to be the perfect person to encapsulate this "nonstyle" which he wore so effortlessly in his famous sitcom.
Why is normcore a thing? It seems to be a way for adherents to counteract stereotypes by dressing mundanely in order to stand out. Theories abound regarding why millennials are attracted to the trend, but the prevailing theory suggests that it's a way for them to reject the idea of "buying in" to a particular style.
Basically, dressing like your parents did 20 years ago is cooler than shelling out money to assume another identity. Of course, it only works if you're doing it on purpose.
RT @amy_lombard: A visual guide to normcore provided by me for @NYMag http://t.co/5C67gnZ2y2 cc @MuscleMilk pic.twitter.com/fL6sdofBhi— The Cut (@TheCut) February 26, 2014
The Internet wasn't going to leave a ripe idea like this alone, however. The web's backlash has been a mix of critical and bemused.
my favorite part of normcore are these 455$ jorts http://t.co/ka5RonVZ7R pic.twitter.com/02qEUwF4Gj— nathanjurgenson (@nathanjurgenson) February 26, 2014
IS KHOL'S RISING STOCK PRICE THE RESULT OF THE ANNOUNCEMENT OF #NORMCORE?— bassdrop crinklesnit (@dan2600) February 28, 2014
But let's not forget the commander in chief who wore it first.
President Obama: style icon.