There’s a New Internet Trend: The Quarter-Zip and Matcha Movement
It's funny on the surface, but the joke ends there. Beneath the playful facade, this trend reveals a deeper issue. By Nadira Goffe
The internet is abuzz with a new trend that might have Nike a little worried. Over the past few weeks, young Black men on TikTok have been embracing a new style and drink trend: quarter-zip knit sweaters and matcha lattes. At first glance, it's just a funny meme, but there's more to it. This movement is indicative of a symbolic shift that we should be cautious about. While the quarter-zips and matcha lattes might seem harmless, they suggest stereotypes that Black people have been trying to shed for generations. Are you sure you want to dismiss this as just a TikTok joke about knitwear?
Let's break it down.
Why are young Black men on TikTok obsessed with quarter-zips and matcha lattes? And what are Nike Techs?
Quarter-zips are collared knit sweaters that zip only a quarter of the way down the front. They're associated with preppy or business-casual attire, often layered over a button-down shirt with chinos and loafers. Nike Techs, on the other hand, are full-zip fleece tracksuit jackets, popular among young Black men, especially in low-income neighborhoods. They're easily recognizable by their bold black V-shaped line across the chest.
Matcha is a powdered green tea, less caffeinated than coffee and potentially healthier. It's been popular in Asian and Asian-American communities for a while, but only recently became trendy outside these circles. Matcha lattes are now ubiquitous in cafes and specialty shops, even in trendy chains like Cha Cha Matcha.
So, what's the deal with this 'quarter-zip movement'? It involves young Black men trading their Nike Techs for quarter-zips and sugary drinks for green tea. But how did it start?
According to KnowYourMeme, the trend originated with British TikTokker @apnaj, who posted a skit in February, captioned 'Guys wear a quarter zip and change their whole personality.' The video showed a character who asked for a Nike Tech jacket and got a quarter-zip instead, leading to a transformation in his behavior. Other TikTokkers soon joined in, and the joke gained traction. A viral video by @whois.jason on November 6th further popularized the trend, calling Nike Techs 'little boys' attire and praising the elegance of quarter-zips.
Why quarter-zips and matcha, of all things?
Both quarter-zips and matcha lattes carry specific class and racial connotations. Quarter-zips are often associated with white and wealthy demographics, representing business casual or even the uniform of a frat bro turned venture capitalist. Matcha lattes, with their wellness benefits and aesthetic appeal, have become associated with white women, particularly those who do pilates and parent tiny dogs.
These trends imply a sense of upward mobility and 'professionalism' that the TikTokkers want to emulate. But is this a positive change?
I think most creators are joking! They're not likely to buy a closet full of quarter-zips and abandon their athleisure. It's funny and heartwarming to see young Black men embracing professional ambition and feminine-coded drinks. However, even good-natured jokes can be harmful.
The subtext of this trend isn't about adding quarter-zips to your wardrobe, but discarding your Nike Techs. It's about 'stopping acting ghetto and becoming proper.' But this enforces a racist stereotype that Black men in Nike Techs are unprofessional or violent, and it promotes a white standard of professionalism. For example, a TikTok shows a Black man in a quarter-zip, implying that meaningful opportunities are only found on LinkedIn, not Instagram.
Could this be a class argument alone?
The key indicator that this shift is about more than class is the cost. Quarter-zips from brands like Tommy Hilfiger, Old Navy, and Zara are significantly cheaper than Nike Tech jackets. It's not about the money; it's about the image.
So, what's the future of this trend?
This trend won't last, and Nike will be fine. The creators aren't perpetuating anti-Black ideas or promoting cultural conservatism. Instead, it's an inside joke about the stereotype of the Black guy in Nike Techs versus the quarter-zip-wearing, hustle culture-obsessed guy. But the joke has broken containment, and I don't want non-initiates to celebrate it as a positive shift. If we wanted to start a trend of guys dumping podcasting for IRL conversations, I'd be all ears.
