Ekow Eshun examines why men’s grooming is booming, and meets three unashamed devotees of pampering from theurbangent
Last year the mainstream media discovered a new species of British male: the metrosexual. He was fashionably dressed, spent an egregious amount of time and money on personal grooming, and looked like Jude Law in Alfie.
The trouble was that in its fascination with the habits of the sophisticated urban male, the press missed the fact that the real changes in men’s appearance were taking place beyond the city centre; in provincial high streets, in the suburbs, even on the football terraces.
‘I went to a football match recently in Nottingham,’ says Mark Hooper of the men’s style magazine Esquire. ‘Everyone on the terraces seemed to have a Hoxton fin haircut or an expensive jacket. It’s not just about trendy types in Soho or Shoreditch. It’s a universal attitude now.’ Continue reading