Have you been Jestermaxxing as of late?
Have you ever been frame-mogged by a fraternity bro? Watched your cortisol spike as someone heightmogged you at brunch? Do you have any idea of what I’m saying? If you're nodding yes, you've been contaminated by a very specific corner of the internet. If you're confused, good, that means you still have a chance.
You may think this is just some classic brain rot internet speak.
But the origins of this vernacular are far darker than toilet rizz and consecutive numbers.
And I mean dark as in: involves crystal meth and face hammers.
I like to consider myself unc these days.
I’m embracing the fact that I’m, 1) Pushing 30 and 2) Not as chronically online as I once was. At some point you have to say “I’m going to touch grass” and really do that.
But even I have seen accounts joking about "jestermaxxing" to get a date, memes about "mogging" your coworkers, and boys asking if they’re "looksmaxxing" hard enough.
It seems innocent, like some locker room chat at worst. But it’s not. The place this language came from is deeply, disturbingly toxic. And most people aren’t even aware of it. And even if they do, I can promise you that in two years, most people using these words definitely won't know about the guy at the centre of it all, or the ideology. The language will remain long after its origin story fades.
This is the duality of internet culture: the impermanence of people and the permanence of words.
The term "jestermaxxing" is the latest evolution from the world of "looksmaxxing" - a subculture obsessed with achieving maximum physical attractiveness through increasingly extreme measures.
And it’s believed to have been coined by a Twitch streamer named Clavicular, a 20-year-old who hangs with the likes of Andrew Tate and Nick Fuentes. And he has become the poster child for this particularly dark corner of the internet.
Clavicular, named after his biacromial width, or the span of his clavicle (19.5 inches) is pursuing what he calls "ascending," or reaching the level of his idol, White Collar actor Matt Bomer, whom he describes as the "true Adam" for his high facial harmony score.
The methods are questionable: taking enormous doses of steroids at 14 to the point where he can no longer naturally produce testosterone, smoking crystal meth as a 'stimulant' to get leaner, wearing lifts in his shoes and positioning boxes around his home so he can stand on them when new visitors arrive, preventing them from noticing his real height.
He's saving for $30,000 double-jaw surgery. And he regularly engages in "bonesmashing" - literally pummelling his cheeks with a hammer or his fist in a medically dubious attempt to create higher cheekbones. This is not hyperbole; he's shared this publicly.
So where does "jestermaxxing" fit into this worldview?
It's the fallback plan. The thing you do when you can't achieve physical dominance. Jestermaxxing means trying to appeal to women through humour or personality rather than with a razor-sharp jawline.
Clavicular frowns on this approach, viewing it as inferior. Although even he admits he'll "jester in a pinch." The implication is clear: if you have to be funny or charming, you've already lost. Physical aesthetics are the primary currency.
Personality is the consolation prize.
You can’t make this sh*t up.
But the most important word in this ecosystem is "mogging" - derived from "AMOG," an acronym for "Alpha Male of the Group." To mog someone is to dominate them through physical superiority. Heightmogging means being taller. Frame-mogging means having a broader, more muscular build. It's about achieving dominance in what Clavicular views as our modern, savage social media landscape.
This ideology extends everywhere, even to politics.
In an interview with the Daily Wire, Clavicular predicted that California Governor Gavin Newsom would defeat Vice President JD Vance in the 2028 presidential race. Why? Newsom is more attractive. That's the framework through which he views power and leadership.
What I find fascinating and disturbing in equal measure, is that most people using these terms have no freaking idea about any of this. Myself included, until recently.
They see "jestermaxxing" as a funny, self-deprecating way to describe being the funny friend, use "mogging" as a joke about being slightly better than someone at something. The words have been sanitised through circulation, stripped of their toxic origins and turned into memes.
Clavicular himself will fade.
In a year, maybe two, most people won't remember who coined these terms.
They won't know about the steroids at 14, the meth, the f*cking bonesmashing. The person becomes a footnote while the language he created embeds itself in how we talk.
This is how internet vernacular works. It detaches from its source and loses context. Words that originated in the darkest, most toxic corners of online culture get adopted, adapted, and eventually normalised by people who have no connection to - and no knowledge of - where they came from.
The question isn't whether we should stop using these words - language evolves whether we like it or not, and trying to police internet slang is futile.
The question is whether we understand what we're inheriting when we adopt language without examining where it came from.
When someone casually says they're "jestermaxxing," they're probably not endorsing the worldview that personality is a consolation prize for physical inadequacy.
When someone jokes about "mogging" their friend, they likely don't subscribe to the ideology that human worth is determined by who's taller or more conventionally attractive.
But the framework is still there, embedded in the language.
It's the idea that physical dominance is what matters most and reduction of human interaction to who's winning and who's losing based on aesthetic measurements.
Clavicular will be forgotten, but his language will likely persist. The person fades into obscurity while the words he coined become part of how a generation talks about themselves and each other. The toxic origin gets smoothed over, sanitised, made into jokes.
Next time you’re causally "mogging" on your feed, just remember you're inheriting vocabulary from someone who smashes his face with a hammer.
-Sophie Randell, Writer
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.