Insults, redefined: How the geek inherited the earth

How does a term go from insulting to aspirational — or, for that matter, the other way around? Adam Jacot de Boinod traces the tale of ‘geek’ and ‘jock’.

It was only 20 years ago that to be called a “geek” or a “nerd” was to be insulted.

‘Geek chic’ in fashion is a look that features oversized spectacles, brogues and a side-part. Above, one such ensemble from the Gucci 2016 Spring / Summer collection. (Getty Images)

These academically inclined stereotypes, which emerged largely out of the American high-school system, were seen to indicate young people of a gauche nature who were socially inept, boring and unpopular.

“Jock” was the desirable tag. It indicated a relatively low IQ, for certain, but high levels of popularity; in other words, a young person who was socially successful.

Today, we all