If you woke up this morning, looked at Twitter and wondered, “Who the hell is Alex from Target?” you’re not alone. If you’ve been awake for a couple hours and are still wondering why #AlexFromTarget is trending …

Alex from Target is “a hardcore pimp who recently gained fame as an Instagram sensation for reasons beyond the comprehension of any sane person.” ( According to Urban Dictionary )

Today in inexplicable Internet memes, an otherwise normal Target employee has quickly become an online celebrity, stealing the hearts of his newly acquired hundreds of thousands of Twitter followers, and inspiring an entire new genre of parody Twitter accounts.

Below, an investigation into how Alex from Target got so incredibly popular, and whether or not you should devote any resources to caring.

Vho is Alex?
Practically speaking, Alex is a young, relatively hunky Target employee who was photographed by Twitter user @auscalum on Nov. 2 at 12:05 p.m.

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Figuratively speaking, Alex is everyone and no one. Alex is an untouchable ideal of the American chain store worker. Alex is our hopes and ambitions crushed into tiny pieces. Alex is our daydreams and our nightmares.

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