To ruin one’s reputation, to disgrace oneself, to become tainted; to lose face, to become damaged goods, to be forever marked. Originates in prison slang, where it meant to become “untouchable” or polluted by associating with the lowest caste of inmates or touching their belongings. In everyday language, it means to utterly ruin your reputation by doing something embarrassing, hypocritical, or deeply uncool, or by associating with a discredited person or brand (он зашкварился, когда согласился на эту дешёвую рекламу — “he completely ruined his reputation when he agreed to do that cheap advert”).
Как мы знаем Сергей Шнуров ушел с большой сцены, распустил свою группу, пошел в политику, начал задавать какие-то травоядные вопросы Путину и… стал там на RTVi там чем-то заниматься, в общем, как посчитали многие его фанаты, комментарий, политологи — зашкварился.
As we know Sergei Shnurov left the big stage, disbanded his band, went into politics, started asking some tame questions to Putin and… started doing something on RTVi, in general, as many of his fans, commentators, political scientists thought — he sold out and shamed himself.
(Илья Варламов @ youtube.com, 01/2022)
