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Most recently in Musk's case, a Belstaff jacket drew the internet's eyes, while Mark Zuckerberg's style makeover has seen him transform from "normcore" grey T-shirts and inconspicuous jeans to luxury labels, his own brand of slogan T-shirts with Greek and Latin phrases and million pound watches.

But Schneider’s normcore exterior belies an undercurrent of intensity: There’s a particular, obsessive mindset required to conceive of and execute such an ambitious public expedition every year over two decades.

JT As a designer, he has a really interesting grasp on “normcore,” though usually he’s subverting or perverting it.

“Hip-hop heads and normcore hikers and campers. Veganism is small, but it crosses all identities. It’s for anyone who truly champions equality, who realizes they have a chance to make a difference in real time.”

Wilson: Coming out of hair bands into grunge, it just hit perfectly — like, oh, we’re normcore.