New Masculinity

New Masculinity

The big picture part 1:
In the fifties, men married at a young age – median USA age in 1956: 22.5 years. It seems like all of them embraced the traditional masculine role of family provider without hesitation – apart from some rebellious exceptions. This has changed tremendously. Lots of men today want to attain their freedom as long as possible, preferring gaming and hanging out with the boys above an ‘adult’ life with responsibilities, a wife and kids. In short: less mature family involvements, more narcissistic consumerist pleasures.

The big picture part 2:
In our post-Fordism, post-industrial age, we have experienced the shift from typical masculine heavy industry jobs to more feminine service industry jobs. This implicates leaving more men at the economical sideline, offering less men the economic capacities to take up traditional, family oriented responsibilities, as was the norm (less than) two generations ago.

There is both fun as well as pain in these overall pictures.

Fun is Groom Me Up: surround me with Cool lifestyle gadgets like flashy mobiles, hipster bikes, fashion cosmetics and designer muscles. Let’s term it the impression management of contemporary masculinities or for lack of better words, the impression management of Masculinity Light. This can be really Cool – and we cover the latest developments of this in Groom Me Up.

NewMasculinity

Fun is Virility Support, Please: show me how masculine today males can be. Let me celebrate my sports heroes. Shower me with (advertising) images of males who are larger than life. Support my virility, real time and on a symbolical level. We cover the iconic, epic and latest Cool examples of Virility Support, Please.

The potentially painful element in this is that Groom Me Up hides the fact that lots of men do not dare, or are not able or willing to live up to some of these (often traditional) responsibilities. Virility Support, Please as such also suggests that the heirs of the cowboys of former days need, well, a bit of support. Which sounds a bit like using a bra. But it’s fact of life: not all men are winners. This is especially valid  in recession times or in ‘men’cession times. How to cope with NOT being on top? That should also be a topic when it comes to tracking New Masculinity today.

  • Main Trends in 2016

    January 19, 2016, No Comments

    Hereby we proudly present the main trends we we will be working on in 2016 with our worldwide network of Coolhunters. 1.       Sustainable Future. The Rise of Circular Cities 2.       The…

  • WHERE IT LACKS IN SOCIETY..

    January 19, 2016, No Comments

    Female empowerment, we might think that after all these years we don’t have to worry about our position as women nowadays. Recent developments in society prove different. A couple…

  • Gentlemanly shoes – less a luxury and more a must

    June 21, 2015, No Comments

    There are quite a few brands offering luxury shoes.  From gentlemen’s bespoke shoemakers like J Cleverley, Lobbs of St James or Trickers, whose superb creations are a statement of…

  • Three examples of blurred gender lines

    May 26, 2015, No Comments

    Blurred gender lines have been food for thought over the past few years. The debate about the meaning of masculinity and femininity has been going on for quite some…

  • From fitness uniforms to wellness style

    March 25, 2015, 6 Comments

    Our Fit by Sara Brandão is a recently launched Portuguese brand of fitness clothing that is blazing a new trail in both style and purpose. It departs from the…

  • Signals W3 - 7 Articles You Should Read

    January 17, 2014, No Comments

    Hereby we present you this week’s Signals, a selection out of our daily desk research. We’ve selected 7 articles you should have a look at this afternoon. Or save…

  • NYC Taxi Drivers from a Different Angle

    January 3, 2014, No Comments

    New York is famous for many things. Creativity, the ‘empire state of mind’ and of course the iconic yellow cabs in the city streets. NYC’s taxi drivers are known…

  • Male/Female: Same Behavior, Different Interpretation

    December 19, 2013, 2 Comments

    What it Is: This ‘ innocent’ Philippine Pantene shampoo commercial shows it clearly: when males and females behave the same in professional context, male behavior is more often and more…

  • An Ode to Manliness

    September 25, 2013, 2 Comments

    What it Is: As a testament to manliness, the successfully funded Kickstarter project Manly Marks is a letterpress printed book handmade by printmaker Brandon Griswold. Using his manly hands, he carved…

  • Fiat Bravo Wolverine

    July 25, 2013, No Comments

    What it Is: Would you buy a car with deep gash-marks over it – let alone a brand new one? Normally, no-one would or, at least, would ask for…

  • Science's Signals - Week 23

    June 7, 2013, 2 Comments

    Science’s Signals is a weekly selection, containing some of the insights found during our desk research. They’re signals we use in our continuous trend research, combined with the examples from our network, as…

  • Science's Signals - Week 20

    May 17, 2013, 2 Comments

    Science’s Signals is a weekly selection, containing some of the insights found during our desk research. They’re signals we use in our continuous trend research, combined with the examples from our network, as…

  • The Ultimate Metrosexual Vehicle

    April 17, 2013, 4 Comments

      What it Is: It’s the ‘rough guy, real boys’ ATX All-terrain Razor Blade to shave your head. At least, that is what the product is named. It could…

  • Science's Signals - Week 13

    March 29, 2013, 1 Comment

    Science’s Signals is a weekly selection. It contains some of the insights found during our desk research. Signals we use in our continuous trend research, combined with the examples from our network and the…

  • Signals W12 - The Dynamic Equilibrium of Big Data

    March 22, 2013, 3 Comments

    Science’s Signals is a weekly selection. It contains some of the insights found during our desk research. Signals we use in our continuous trend research, combined with the examples from our network and the…

  • Science's Signals - Week 11

    March 15, 2013, No Comments

    Science’s Signals is a weekly selection. It contains some of the insights found during our desk research. Signals we use in our continuous trend research, combined with the examples from our network and the…

  • Science's Signals - Week 9

    March 1, 2013, 3 Comments

    Science’s Signals is a weekly selection. It contains some of the insights found during our desk research. Signals we use in our continuous trend research, combined with the examples from our network and the…

  • Science's Signals - Week 1

    January 4, 2013, 2 Comments

    Science’s Signals is a weekly selection. It contains some of the insights found during our desk research. Signals we use in our continuous trend research, combined with the examples from our network and the…

  • #3 David Lammy - Out of the Ashes

    January 2, 2013, No Comments

    Part of the Best Books of 2012 Top 12 David Lammy – Out of the Ashes, Britian after the Riots What it is: David Lammy is Member of the…

  • #9: Hanna Rosin - The End Of Men

    December 27, 2012, 5 Comments

    Part of the Best Books of 2012 Top 12 Hanna Rosin - The End of Men, And the Rise of Women What it is: Men have been the dominant sex…

  • Pride in Being A Lion

    December 20, 2012, No Comments

    What it Is: Sikhism can be considered one of the more universal religions, and protecting the religious and political rights of all people and preventing discrimination is an integral…

  • Signals W50 - Big Data, Retail Innovation and Open Education

    December 14, 2012, No Comments

    Science’s Signals is a weekly selection. It contains some of the insights found during our desk research. Signals we use in our continuous trend research, combined with the examples from our network…

  • Science's Signals - Week 48

    November 30, 2012, 1 Comment

    Hereby we present you this week’s Signals with stories about modern warfare, privacy, consumerism and masculinity. With input from amongst others the NY Times, Financial Times, The Economist, The Guardian,…

  • Science's Signals - Week 47

    November 23, 2012, 2 Comments

    Hereby we present you this weeks Signals. The main subject is: technology. From 3d printing to bionics, from X-Ray technology to brainwaves. It’s all here. With stories from amongst…

  • The Paradox of Love

    July 30, 2012, 1 Comment

    Part of the Solid Summer Reads Top 10 Pascal Bruckner - The Paradox of Love What it is: The so-called Sexual Revolution of the Western Sixties has turned out to…

  • Extreme Tru Freedom

    March 26, 2012, 4 Comments

    What it is This is a closer and slower video look at Parkour and Freerunning, shot on the Red Epic at 300fps. Also below a faster more rock’n roll…

  • Jessica Yatrofsky Presents I <3 Boy

    March 19, 2012, 1 Comment

    What it is Jessica Yatrofsky’s work has the underlying desire to make male nudity more visible in our cultural landscape. With her newest book ‘I Heart Boy’ she presents a serie of nudity in…

  • Once upon a time...

    March 8, 2012, No Comments

    What it is Here I present you two different set of photos: •    One by the photographer Dina Goldstein. Her goal was to put all the popular Disney princesses…

  • Get Ready for Some Kicks

    February 22, 2012, 5 Comments

    BOYS AND GIRLS GET READY FOR SOME KICKS What it is The Rope Swing World Record is an awesome video, it has been the number one hit one the…

  • A Jewel Watch for Man

    February 15, 2012, 7 Comments

    What it Is The Lepidus collection is made by Adrian Castro and is for the purists who know what they want. Made of carbon -and with steel and platinum…

  • The Tough Male

    February 1, 2012, 14 Comments

    On Sunday, January 29th the Winter Tough Guy™ Challenge took place. The challenge started in 1986 and is organized by marathonrunner Bill Wilson, also known as Mr. Mouse. Every year…

  • The Modern Bearded

    January 30, 2012, 6 Comments

    What it is Bearded men are Cool right now, especially in the fashion world imagery – preferably when related to the young and casual market, but also upmarket brands…

  • Next Bad Excuse

    January 27, 2012, 3 Comments

    What it is Mavericks is a popular strip club in Cape Town, South Africa, that has recently launched a series of men’s fragrances called “Alibis“. Because most clients get…

  • Old School Regimen

    January 1, 2012, 6 Comments

    Upscale, old-world barbershops have become the new masculine havens. But it is not as your grandfather used to shave. Those new shops are styled meticulously as if they were…

  • Fontys ILS Top, 03: License to Chill

    December 30, 2011, 5 Comments

    What it is: For the British National Icecream Week Del Monte Superfruit Smoothies launched a campaign especially for the ladies. To celebrate that week and the launch of a…

  • Masculine Moustaches

    December 27, 2011, 4 Comments

    What it is: The southern hemisphere is known for putting movember on the calendar and men’s health issues on the agenda. But the popularity the hairy upper lip seems…

  • Flashmob? Freeze mob it is!

    December 24, 2011, 1 Comment

    What it is: Star Wars is probably one of the most successful movies ever. No wonder there are lots of related virals, videos, spoofs and photos. In NY City’s…

  • Andrej Pejic and the Gender Revolution

    December 13, 2011, 6 Comments

    What it is Andrej Pejic, if not quite yet a household name, is definitely well known as a beautiful androgynous model, and for modelling both men’s and women’s clothes.…

  • RedBull 2011/2012 Experience

    December 9, 2011, 3 Comments

    What it is: On Dec. 31, Robbie Maddison and Levi LaVallee will attempt a simultaneous world record-breaking jump over 300 feet of water in downtown San Diego, Calif. for…

  • Fight Culture

    December 7, 2011, 9 Comments

    What it is: Chess boxing started with an artistic impulse in September 2003, when the Berlin-based Dutch artist Iepe Rubingh unveiled chess boxing to the world in an art…

  • Tailoring Lab

    November 28, 2011, 2 Comments

    What it is: It was believed for years that traditional tailoring was a lost – very rich and unique – art in Portugal, due to the lack of apprentices…

  • Fontys ILS Top, 15: Miharayasuhiro

    November 23, 2011, 2 Comments

    Sometimes it’s one picture during the coolhuntquest that triggers you to think about bigger themes. That was what happened at Science of the Time’s HQ when we saw Rinke…

  • Poster Boy Ronaldo

    November 20, 2011, 6 Comments

    Madrid recently played host to the official launch of the new Nike CR7 Collection. Cristiano Ronaldo, Nike’s poster boy for a generation, gave a much-anticipated appearance to launch his…

  • 9 de Julho Barbershop

    November 17, 2011, 2 Comments

    What it is: An old school barber shop in São Paulo inspired by the mood and methods of the 40’s and 50’s. It’s a place that just doesn’t offer…

  • Fontys ILS Top, 16: Mobile Mancave

    November 8, 2011, No Comments

    We’ve written about a new phenomenom called ‘the Mancave’ or ‘Shedism’ back in early 2010. It isn’t surprising that this movement have been developing into new manifestations in the mean time.…

  • Eat Fit

    October 5, 2011, No Comments

    Example submitted by Miguel de Sousa This is a set of cutlery that consists in a fork, knife and spoon, with an extra, they all weight 1kg each,…

  • Organiibar: Skin Care Cocktails

    September 13, 2011, No Comments

    Example submitted by Miguel de Sousa . Created by the cosmetics brand Organii to celebrate Vogue’s Fashion Night Out in Lisbon, it is a pop-up bar dispensing cocktails…

  • Reincarnation: Generation Baby-Bieber

    July 7, 2011, 5 Comments

    With the approval of Mark Simpson. Continue reading

  • The Making of Metrosexy Men (Part 1)

    June 16, 2011, No Comments

    Review by Quiet Riot Girl Part 1 of 2 What do you think of when you hear the word ‘metrosexual’? Continue reading

  • From Freak Show to Fashion Show

    June 10, 2011, 1 Comment

    Yesterday I came across the name Andrej Pejic and when I Google Image searched his name I was immediately enchanted. This successful upcoming model, originally from Bosnia but…

  • Hand Shaped Baby Pillow

    June 3, 2011, No Comments

    Every parent has the desire to provide the best care for their children. But baby care is actually a domestic job that requires a strong effort. And even…

  • Male Legend: Manny Pacquiao

    December 25, 2010, 6 Comments

    . Manny ‘Pacman’ Pacquiao won his eighth boxing championship by defeating Antonio Margarito, making him the only professional boxer in history to win eight titles in different weight classes.…

  • Playboy TV’s New Fantasy Woman: Your Wife

    November 24, 2010, No Comments

    If Playboy has served as a barometer for the evolving sexual taste of the American male, then what does its new TV programming have to say about that?…

  • Moving Editorial OntFront

    June 12, 2010, No Comments

    . Ontfront (Fall/Winter 2010-2011) from JAN (JustAnotherNerd) on Vimeo . Found by Norbert Mirani: This season OntFront’s bad boy and gentleman buckle up for a street race in style.…

  • Pure Decadence: Toys for Boys

    June 10, 2010, No Comments

    These 24-karat gold, limited edition toy soldiers are one of a kind. Literally, because they are all handmade so not two of them are the same. New York…

  • ‘Tits’ Pillow

    May 14, 2010, No Comments

    A Croatian furniture design company came up with an ergonomic shaped pillow with a quite questionable look. Continue reading

  • Axe and Fold Out Women

    May 12, 2010, No Comments

    ‘Sofaurus’ from the Argentine advertising agency Ponce depicts a half man half sofa bed doing manly things like watching football with his friends, taking a shower, shaking the…

  • Old Spice’s Re-imaging

    April 16, 2010, No Comments

    . Old Spice (what’s in a name) is known for its somewhat old-fashioned image Continue reading

  • Nuts & Bolts: Handmade, Old Skool Industrial Labor Style

    November 20, 2009, No Comments

    Part of the fashion top 15 ’09 What it Is: Workerwear is back after a period of hibernating.  Now we see general workerwear brands return after years of  low…

  • 12. Daddy Cool

    June 14, 2009, No Comments

    Part of the Top 15 Coolest Worldwide, June 2009 What it Is: By Maria Cristina Pavarini, Milan & Patricia Mereilles, Sao Paulo  In many parts of the world a modern father generation…

  • Topless Apostles And Dieux Du Stade

    December 3, 2007, No Comments

    What it Is: Topless Apostles A calendar featuring twelve topless, buffed Mormon missionaries showing us the beauty of God’s Creation. The NYFD may have banned their famous topless fireman…

Share This Page
  • Facebook
  • Twitter
  • LinkedIn
  • email
  • Google Plus
  • Pinterest
  • StumbleUpon
  • Tumblr