“Cheugy” (pronounced chew-gee) can be used, broadly, to describe someone who is out of date or trying too hard. 

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Cheugy is just the latest in a long line of niche identifiers that have gained traction on the internet, where people relentlessly categorize highly specific archetypes. It’s no coincidence that cheugy gained traction on TikTok, a platform that has functioned as an escape from Instagram’s once dominant aesthetic, which is the pinnacle of cheugy.

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A deeper look into cheugy is rooted in gen-z’s non-conformance to millennial style and generational pillars. To put it simply, “cheugy” refers to anyone who exudes or is brought-into the #girlboss aesthetic, is heavily inspired by Pinterest moodboards, having a penchant for pumpkin spiced lattes or gravitates towards overused inspirational quotes like “live, love, laugh”.

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‘Thrifting, making your own clothes, handmade products, Levi’s jeans, Birkenstocks, home decor not found at Target. “Looking good for yourself and not caring what other people think, that confidence exudes non-cheugyness,” said Gaby Rasson, 23, a software developer in Los Angeles who coined the term.

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Sources: Urban Dictionary, New York Times