The phrase exploded as a Vine in 2015, when a short clip of a young man shouting at another person's shoes was shared millions of times and turned into a catchphrase for calling out bad footwear. It moved from Vine to TikTok, Instagram and YouTube edits, where it became shorthand for sneaker roasts, especially around hyped releases and fake pairs. It survives because the delivery is so exaggerated that it works without context, instantly signalling disbelief at what someone is wearing.