The 'It's Called Aura Bruh / You Smell Like Pure Unfettered Ass' meme is a viral internet interaction that highlights the 'Aura' slang trend popularized on platforms like TikTok and X in 2024. In the meme, one individual attempts to defend their style or behavior by claiming it's just their 'aura'—a Gen Alpha term for spiritual coolness or charisma—only to be brutally shut down with the blunt insult that they 'smell like pure unfettered ass.' The humor stems from the sharp contrast between the pretentious concept of aura and the visceral, grounded nature of the response. It is frequently used in gaming communities, particularly Roblox and Fortnite, to mock players who try too hard to appear 'sigma' or cool.