The latest TikTok obsession involves users and brands roleplaying as "alpha wolves." The meme also has a somewhat problematic association with the "sigma male," or loner men, community.

If a swarm of middle schoolers call you an “Alpha Sigma" or a “Looksmax Mogger," take it as a compliment. Here's a breakdown of slang terms used by Gen Alpha, the kids born between 2010 and 2024: ...