Cat lady in 2025 is a dude
Didn't expect us in your mailbox today, did you?
We’re coming at you a day early because tomorrow is a public holiday in the Netherlands, and look, we refuse to let that get in the way of you getting properly seasoned by this week’s trends. Readers outside NL - we see you, and thanks for showing up early.
By the way, I, Ashe, think that “Mandela effect” marketing is a thing; i.e. a ‘false memory’ phenomenon where many people remember something differently from how it apparently actually happened.
Case in point: Samyang - you know, of Buldak noodle fame - have been running [very targeted] ads for their “brand new” bottled noodle sauces. Except… didn’t they already do this?
Because it’s been in and out of my fridge since like 2022.
“Maybe it’s just new packaging,” you say - but the ads are giving “finally, it’s here!” energy. Except… it’s been here. In stores. On shelves. All over Samyang’s own socials. Where the ads are running. Pretending like it never happened.
New twist to the classic move, I guess; dropping ‘new’ innovative products (e.g. new ‘innovative’ packaging; weird limited-edition flavors) to stay in the consumer’s mind, even if you already own the aisle. Keeps the brand alive without risking IP rights.
I mean, no one really thought Coca-Cola’s “Oreo soda” or “mystery” flavors were gonna change the game. They want you maximizing their shareholder value at the checkout line, hunting for your names on the bottle, posting the ones that are funny.
Now look: I’m telling you about Samyang’s bottled sauces for free. Ugh.
🗞️News
Gentle Monster is officially teaming up with Google on the next generation of Google Glasses. Just the latest in a wave of fashion-tech collabs reminding us it’s not about tech innovation, it’s about luxury marketing.
Liverpool win the men’s Premier League thanks to Salah + a trophy parade that unfortunately ended in injuries.
Cannes the Palme d'Or winner - Iranian filmmaker Jafar Panahi for “It was Just Accident”
Cuspers - a new term for those born within the few years of the beginning or end of a generation are rebranded as “cuspers”. Think zillennials. Look, you learned a new word today.
Aperol Spritz Index - the best and cheapest spritz is in Naples. What a surprise!
Apparently brie tastes good with Nerds gummy clusters. Don’t look at us, talk to the TikTok charcuterie snackfluencers.
V&A East Storehouse, the Victoria & Albert Museum’s stunning new outpost in London opens this week.
🧂Trends
Cat dads
The cat lady archetype in 2025 is certainly a bro. According to the American Pet Products Association, cat ownership has surged among younger men—38% of Gen Z and 46% of Millennial cat owners now identify as male. DOA animal shelter in Amsterdam confirmed that cat ownership is on the rise in the NL too— especially because of COVID when nearly 200,000 extra cats were acquired. Plus, lots of pets aren’t neutered as the prices have gone up. Which means a lot more kitties running around now.
While DOA don’t have a breakdown of cat ownership per gender, just scroll through social or think about your own network—how many guys with cats do you know now vs. girls? Dudes and kitties are a thing.
BuzzBallz
So Buzzballz? No longer just an American thing. The infamous 13.5% canned cocktails served in ball-shaped ‘cans’ were actually started by a former teacher in Texas - and have begun to infiltrate parties in Europe.
Their popularity seems to serve almost as a quirky juxtaposition to the more clean corporate classy vibes we seemed to have entered. As one particularly inebriated Rotterdam frat (sorry, student association) boy put it - “easy to drink, easy to drunk [sic]”.
Apparently sobriety is sooo 2024-coded.
Motorsports
No, we’re not late on reporting the F1 hype - we’re being honest, it’s not just F1 anymore. Puma Speedcats and ‘vintage’ Ferrari race jackets are everywhere on the streets.
Interest in other motorsports is up too - with a bunch of sport docuseries vying for Drive to Survive fame. IndyCar and MotoGP are also gaining traction, making motorsport the fashion and entertainment crossover of the moment.
Pink Collar Jobs
Search interest in “pink collar jobs” - roles traditionally dominated by women like nursing, admin, childcare, and esthetics - is on the rise.
Perhaps it’s the hunt for stability, or people clocking that human-centered work are the way to stay employed (especially in an A.I. era), these careers are getting more and more interesting for those newly entering the market.
Plus - we’ve heard from some that it pays quite well, considering the economy.
Greek food
Greek food is having a moment. London’s Agora is pulling 2-hour queues (reliable foodie friends say – nothing wow), while Pyro, another London newcomer, is making noise with its open-fire concept. Amsterdam’s newbie Alpha is winning fans with spanakopita, and Paris just got Ypseli, a sleek Greek deli-resto. McDonald’s is flaunting McGreek ads, and Taste Atlas just named Greek the best cuisine of 2025.
Souvlaki for lunch?
Genie pants
Here’s a fashion trend that definitely wasn’t on our bingo card: peplum, genie, or harem pants. Already embraced by fashion girlies like Leandra Medina Cohen and Jeanette Madsen. It’s giving Aladdin, it’s giving weird shroom-growing yoga dude energy.
Jumbo Lipgloss
DIY makeup lovers are turning empty foundation bottles (with doe foot applicators) into massive lip glosses - because why settle for normal size? Childhood potion-making realness.
It’s a fun reuse idea, but some folks are actually buying extra gloss just to fill them up, so… still giving overconsumption. Also… does homemade gloss mix have shelf stability? Or is it going straight in the trash after the viral video moment?
Follow-up
We get it—when we called the rise of male micro shorts last summer, you weren’t ready. But Alexander Skarsgård’s short shorts moment just sealed the deal: they’re mainstream now. They’re not going anywhere. Time to show off those quads, hun.
p.s.
PTS might take a short summer break with you guys kinda soon. It’s ok - we’ll keep you in the loop. Plus a looooong juicy read after.