Overview
- The label has crossed from social media into broader coverage, with designer Michael Michalsky saying it is most common among urban Gen Z and Millennials and already “almost over.”
- He describes men adopting feminist codes, aesthetics and language either from conviction or as social or romantic strategy, elevating “moral coolness” as a status signal.
- The stereotype is defined by visible markers such as matcha lattes, skincare routines, tote bags, indie or jazz tastes, and loafers with white socks.
- The archetype gained traction through TikTok clips, magazine pieces, memes and tongue‑in‑cheek competitions in major cities.
- Critics present it as a dating tactic or a “fuckboy” in progressive packaging, with Stern.de’s Jana Kopp calling it an old problem in new wrapping.