Hiptard

Brooklyn’s biggest export is no longer hiptards—it’s babies.

Bro-on-bro icing is the meme du jour. What started out as a fratboy prank in South Carolina has been picked up by Wall Street traders, A-list bloggers, San Francisco hiptards, and Fortune magazine, all within the space of two weeks.

As they dig themselves out of a subculture full of trendies and hiptards, Pains have no aspirations to become the next indulgent Strokes-like indie sensation to come out of New York with panache.