You've seen the clip. A man, completely bewildered, leans over a railing or stares at a garment with a look of pure, unadulterated confusion. He asks the question that launched a thousand remixes: "What is that? Velvet?" It's one of those internet artifacts that refuses to die. Honestly, it's been years, yet the sound bite still surfaces on TikTok, Reels, and in the group chat whenever someone wears something slightly too fuzzy. But here's the thing—most people using the meme don't actually know where it came from or the weirdly specific cinematic history behind those four words. It isn't just a random viral video from a guy in his backyard. It’s actually a piece of 1980s comedy gold that found a second life in the digital age.
The Origin Story You Probably Forgot
The phrase "What is that? Velvet?" actually comes from the 1988 film Coming to America, starring Eddie Murphy and Arsenio Hall. If you haven't seen it, you're missing out on a masterclass in prosthetic-heavy character acting. Eddie Murphy plays Prince Akeem, but he also plays about four other people, including Saul, the elderly Jewish man in the barbershop.
The specific line happens during a scene where Akeem and Semmi (Arsenio Hall) are walking through the neighborhood. They encounter a character named Reverend Brown—also played by Arsenio Hall—who is wearing an aggressively shiny, purple, high-sheen suit. Prince Akeem, trying to be polite but clearly baffled by the fashion choices of 1980s Queens, reaches out, touches the fabric, and utters the legendary line.
It was a throwaway joke. A beat. A tiny moment of physical comedy meant to highlight the culture clash between a wealthy African prince and the grit of New York City. Nobody in 1988 thought that bit of dialogue would be stuck in the collective consciousness of the internet thirty-five years later.
Why did it go viral decades later?
Timing is everything. Around 2014 and 2015, Vine (RIP) was the king of short-form content. Creators started ripping the audio because of Eddie Murphy’s specific inflection. It’s high-pitched. It’s curious. It’s slightly judgmental.
When you hear it, you can feel the texture of the fabric in your mind. That’s the magic of the meme. It’s a sensory experience wrapped in a joke.
The Science of Softness: What Is Velvet, Anyway?
If we’re going to talk about what is that velvet, we should probably talk about the actual material. It’s not just "fuzzy fabric."
Velvet is a type of woven tufted fabric in which the cut threads are evenly distributed, with a short dense pile, giving it a distinctive soft feel. Traditionally, it was made of silk. That’s why it was associated with royalty for centuries. If you were wearing velvet in the 1600s, you were likely someone very important or very, very rich.
Today, most "velvet" you see is actually synthetic. It’s made from polyester, nylon, or rayon. It looks the same in a meme, but the breathability? Not so much.
- Crushed Velvet: This is produced by twisting the fabric while wet. It gives it that shimmering, patterned look that screams "1990s music video."
- Velveteen: This is the "imposter." It’s usually made of cotton. It has a shorter pile and isn't as shiny, but it's way more durable.
- Devoré (Burnout): This is treated with chemicals to dissolve some of the fibers, leaving a pattern.
The suit in Coming to America? Most likely a high-shine synthetic velvet or perhaps a plush velour. Velour is the knitted cousin of velvet—stretchier, cheaper, and very popular in the 70s and 80s for tracksuits and, apparently, pastoral church gear.
The Psychology of the "What Is That" Reaction
Why do we care so much about this specific meme? Psychologists often point to something called "tactile curiosity." When we see a texture that defies our immediate visual categorization, our brain sends a signal to investigate.
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Eddie Murphy’s character was doing exactly what we all do. He saw something shiny, weird, and seemingly out of place, and he had to touch it. The meme works because it taps into that universal human urge to poke things that look soft.
There's also the "mismatch" factor. In the movie, you have this incredibly formal, regal prince interacting with a loud, flamboyant preacher. The contrast creates humor. On the internet, we use the "What is that? Velvet?" audio to highlight things that look ridiculous or unexpectedly fancy.
How the Meme Evolved on TikTok and Beyond
If you look at the hashtag today, you'll find thousands of videos. But they aren't all about the movie anymore.
- Pet Content: People love rubbing their cats or dogs (especially the short-haired ones like Pitbulls or Frenchies) and using the audio. A velvety dog is basically the peak of the internet.
- Fashion Fails: Influencers use it to mock fast-fashion hauls where the "luxury" dress they ordered looks like a cheap rug.
- ASMR: Because the word "velvet" itself has a smooth, sibilant sound, it has become a staple in the ASMR community.
It’s rare for a movie quote to transcend its original context so completely that the younger generation has no idea it’s a quote. Most teenagers using the sound think it’s just a funny guy on the street. That’s the "Seinfeld effect"—where the original is so influential it eventually just becomes part of the cultural wallpaper.
Real Talk: Identifying Real Velvet vs. Fakes
If you’re actually out shopping and find yourself asking "what is that? Velvet?" you should know how to tell if you're getting the good stuff.
Real silk velvet is incredibly rare in modern malls. It’s heavy. It’s cool to the touch. If you rub your hand against the "grain" (the pile), it should offer a slight resistance but feel buttery smooth. If it feels scratchy or "plastic-y," you’re looking at polyester.
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Another trick? The "drape" test. Real velvet falls in heavy, elegant folds. Cheap velvet tends to stiffen up or create sharp, awkward angles.
Why We Still Love Coming to America
The resurgence of the meme also helped fuel interest in the 2021 sequel, Coming 2 America. While the sequel didn't quite capture the lightning-in-a-bottle magic of the original, it leaned heavily into the nostalgia of these small character moments.
Director John Landis and costume designer Deborah Nadoolman (who also did the Indiana Jones look and Michael Jackson’s Thriller jacket) knew exactly what they were doing with that purple suit. They wanted something that looked "expensive" but was visually hilarious.
Expert Tips for Using the "What Is That Velvet" Meme Correctly
If you're going to post it, do it right. The key to a viral "What is that? Velvet?" post is the zoom.
You need a slow, dramatic zoom on the texture in question. The audio needs to hit right as the finger touches the material. It sounds technical, but it’s the difference between a flop and 100k views.
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Also, don't use it for things that are obviously velvet. That's boring. Use it for things that shouldn't be velvet. A car? A cake? A very well-groomed mossy rock? That's where the comedy lives.
Actionable Steps for Fabric Enthusiasts and Meme Lovers
Now that you know the deep lore of this phrase, here is how you can actually use this knowledge in the real world:
- Check Your Labels: Next time you see a "velvet" blazer at a thrift store, check the tag. If it’s a silk/rayon blend, buy it immediately. That’s the high-end stuff Prince Akeem would actually respect.
- Source the Original: Watch the barbershop scenes in Coming to America. Even if you've seen the clips, the full context of Eddie Murphy’s character work is worth the two-hour runtime.
- Care for Your Velvet: Never, ever iron velvet. You will crush the pile and ruin the "shimmer" forever. Use a steamer, and steam it from the inside out.
- The "Burn Test": If you’re a hardcore fabric nerd, you can take a tiny thread from the seam and light it. Silk velvet will smell like burning hair and turn to ash. Polyester velvet will smell like chemicals and melt into a hard plastic bead.
Ultimately, "What is that? Velvet?" is more than a joke. It’s a testament to the longevity of well-crafted comedy and our collective obsession with things that are soft to the touch. Whether you're a fan of 80s cinema or just someone who likes petting shiny things, the legacy of Reverend Brown’s purple suit lives on every time someone taps a screen and hears that iconic, inquisitive voice.
If you find yourself in a shop today staring at a suspicious blazer, go ahead. Reach out. Ask the question. Just make sure there isn't a camera rolling unless you're prepared to go viral.
Key Takeaway: The "What is that? Velvet?" meme is a snippet from the 1988 movie Coming to America. It has persisted because of its perfect comedic timing and the universal human instinct to touch interesting textures. To maintain the quality of actual velvet garments, avoid direct heat and always check for silk content to ensure you aren't just wearing shiny plastic.