what is swag?

This one phrase has been killing me since people have started saying it. Everyone has "swag" now, you even have "swagger rappers" and "swagger jackers", yet I don't have a clear idea of what you all find swagger is. See to me there aren't but two or three people who have what I would consider swagger.That's the first man who comes to mind. I mean Puff isn't a rapper, he's a sort of entertainer,