Internet Balks at Supposed New Style Trend: '#normcore'

What's This?

By Dennis Green2014-03-03 03:48:02 UTC

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:

Indeed, Jerry Seinfeld seems to be the perfect person to encapsulate this "nonstyle" which he wore so effortlessly in his famous sitcom.

Image: Hulton Archive/Getty Images

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.

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.

But let's not forget the commander in chief who wore it first.