The phrase took off on Vine, where short clips of people pointing at someone else's shoes and shouting the question in disbelief were shared and remixed thousands of times. From there it moved to YouTube compilations, reaction videos and later TikTok, becoming shorthand for calling out anything that looks strange or out of place. Because the joke needs no explanation, just a target and a loud reaction, it has survived long after Vine itself closed, and creators still reach for it whenever they want an instant, recognisable roast.
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The viral What are those shout from the classic Vine shoe meme, used to roast bad footwear, strange outfits and surprising reveals in short videos.
The clip captures a loud, incredulous shout of 'What are those?' stretched out in disbelief, delivered with a sharp, rising pitch and a burst of laughter-tinged energy that makes the question land like an accusation. It is short, punchy and instantly recognisable, cutting through music or dialogue without needing any context. Hearing it immediately frames whatever appears on screen as something absurd, unfashionable or hilariously out of place, and the exaggerated delivery invites viewers to laugh along rather than take the moment seriously. That combination of surprise, mockery and pure silliness is why it still works as a reaction sound years after its first viral run.
