It seems to be striking a chord, with folks posting selfies of themselves drinking in their underwear on Instagram tagged with #pantsdrunk. Some participants say it is helping them unwind while self-quarantined.

“To me it’s about relaxing and thinking about other things than work, responsibilities, or obligations,” said Mark Nesbitt, 31, a bartender in Reno, Nev., who has been drinking at home a lot in his boxers, ever since the Rum Sugar Lime, the bar where he works, was ordered shut to encourage social distancing. “It’s about spending time with yourself or people you love and doing anything or nothing.”

While pantsdrunk may seem like just another excuse to drink at home, there are key differences. The person does not intend to go out afterward, so it is not a pre-gaming session. And the dress code is beyond lax. If swilling in sweatpants seems cozy, quaffing in underwear is an entirely other level of comfort.

Ray Hudson, 24, a financial analyst in New York City, who recently posted a photo of himself in blue boxers (“I also got several comments about the whiteness of my legs,” he said) is convinced that the Finns are uniquely positioned to teach Americans how to survive social isolation. “For nine and a half months of the year, the Finnish live in a dark and freezing environment,” he said. “Often the streets are deserted and human interaction requires a daunting trek.”