Recent times have seen gender-fluid ideals enter mainstream consciousness, with 80% of Gen Z strongly believing that gender does not define a person as much as it used to. As we saw in our Youth Tribes 2016 report, fashion subcultures such as Sad Boys have emerged, celebrating the softer side of masculinity. As a counterpoint to this, a tougher, almost criminal-like look is surfacing in the world of men’s fashion.
Soft Vs. Hard Masculinity
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