Dads, get ready: it’s about to be your time to shine.

According to a recent article from New York Magazine, there’s a new trend that’s budding in the fashion universe: Normcore. Staples include no-name denim, white mid-calf socks, turtlenecks, and Patagonia fleeces. Essentially, this is the mecca clothing brand for Midwestern tourists. My first thought when I read this was “Wow, this is essentially the antithesis to hipsters. Praise Jesus, the day has finally come.” The goal, according to the clothing line, is to look as boring and plain as possible. Oh, okay. Seems normal.

If anyone reads the article and makes sense of it, please let us know. Is this a joke? Is this a new hipster movement? Is this just a dad trying to make fanny packs cool again? WHAT IS GOING ON?

“Jeremy Lewis, the founder/editor of Garmento and a freelance stylist and fashion writer, calls normcore ‘one facet of a growing anti-fashion sentiment.’”

“Lewis says his ‘look of nothing’ is about absolving oneself from fashion, ‘lest it mark you as a mindless sheep.’”

“‘I’m getting cues from people like Steve Jobs and Jerry Seinfeld. It’s a very flat look, conspicuously unpretentious, maybe even endearingly awkward.’”

“K-HOLE describes normcore as a theory rather than a look; but in practice, the contemporary normcore styles I’ve seen have their clear aesthetic precedent in the nineties.”

“A THEORY rather than a look”?!? This entire article was just dripping with irony. My theory? The hipster are finding the new way to be different: dress like any given person found in Disney World. Switching the drug rugs for New Balances and tight pants for jeans as stiff as a board. To each their own I guess right?

[via NY Mag]