FEED #07 – MEME WIFE
Memes are the newest accessory.
DRAUP’s latest garment—MEME WIFE—distills online meme culture into its most famous faces and stitches them into an oversized coat.
Described by Know Your Meme founder Jamie Dubs as a ‘transmittable unit of culture,’ a meme can be seen as analogous to human genes whereby those that resonate live on, whilst less impactful memes are quickly forgotten.
MEME WIFE features only the showstoppers: the memes seared in our cultural collective memory, the ones forged into multi-billion dollar market cap meme coins.
Inflated and oversized, each selected meme stinks of meme culture.
Even the coat design itself is a meme…
THE COAT
Earlier this year, revived from Francis Ford Coppola’s film world and The Sopranos, came the Mob Wife Aesthetic. Big hair, glittering jewellery, massive fur coats—the attire spread like wildfire across the internet.
For many, the trend conveyed a certain attitude, a costume of confidence. Dressing like the spouse of a mob member gave its wearers that very mindset.
Mob Wife seemingly came out of nowhere. Like all memes, people have tried to pin down its origins to little avail. A reaction to the Clean Girl Aesthetic, a product of TikTok’s algorithm, its essence now lives on in MEME WIFE—a layer cake of memes.
HOW TO WEAR:
DRAUP will dress anyone who APPLIES TO WEAR the MEME WIFE. On a first come first served basis.
The FEED is a collection of clothes that moves at the speed of online culture. To see our pieces ready to wear check out our Instagram.