Forget normcore. There’s a much greater force at work here that needs addressing. “Earthcore” is a massive trend going on right now that speaks to the human condition on Earth. The central tenets of earthcore are that all humans are:
a) searching for meaning in our lives and
b) going to die.
Trend tribe, K-Hole recently tweeted:
“Normcore finds liberation in being nothing special, and realizes that adaptability leads to belonging.”
In contrast, #Earthcore finds liberation in simply being. Adaptation is not a fashion trend, a cultural trend or even a choice; it’s a larger force of nature that cannot be stopped, regardless of your whim or will.
If Seinfeld, Jobs, Chipotle and Walgreens are reference points for normcore, then Jesus, Darwin, Physics and the space–time continuum are the most poignant icons of earthcore.
Unlike normcore, Earthcore is non-judgmental because everyone is inherently #earthcore. Earthcore requires nothing of you, because your cooperation beyond existence, does not matter. So, congratulations! You’re finally on trend — hurdling towards your inevitable demise. In the meantime, you may as well don a Space Jacket and look prepared for the next level.
Jared Graf is Betabrand’s Co-Founder.
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