France's Latest Craze: A Dance or a Brand?

There’s a dance craze gripping France—or is it an unabashed commercial scheme, hawking t-shirts and chewing gum? Either way it’s called Tecktonik, and kids are crazy about it, the Los Angeles Times reports. The mix of hip-hop, techno, and random arm movements is championed by dancers with skinny pants and asymmetric hairdos, and is even showing up in grade schools.

Tecktonic was popularized in clubs in the suburbs of Paris. Now, in addition to having its own hair salons in Paris, the trademarked dance has been recognized by the French Ministry of Culture. So, how is it done? "All you have to do is imagine you have a pot of gel, and you were taking some out and putting it in your hair. And you're dancing Tecktonik," says one of its creators. (More Tecktonik stories.)