A wealthy, socially adept, charismatic person that you hang around with, that makes you seem cooler than you actually are. The controlling factor in a group of friends. No one else would choose to hang out together, if it wasn't for this one very popular, socially smooth person. Members of this persons entourage are mostly unknown and trying to become known. The process of mimicking that person is known as "trying to climb the swag ladder."
You can't all be me. Stop imitating me and trying to climb to the top of the swag ladder.