Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • How is bromance blossoming among modern men?
  • How is bromance blossoming among modern men?
    Benjamin Linh VU, Creative Commons (2014) ©

The psychology of the bromance

From the rise of metrosexuals – all man bags and make-up – to the growing prominence of gay sports stars, masculinity has evolved to be barely recognisable from its old school counterpart. But how has male friendship evolved with it? And what role does it play in the lives of modern men?

Location Global

From the rise of the metrosexual – all man bags and make-up – to the increasing prominence of gay sports stars in the celebrity sphere, traditional concepts of masculinity have been turned on their head. But in light of this, how are the relationships men share changing? What is ‘bromance’ and what role does it play in the lives of modern men?

“It’s fundamentally important for men and boys to have their friends, to have their pack,” says Kenny Mammarella D'Cruz, a therapist who's been dubbed 'a man whisperer’. “People forget that in the hunting and gathering days, it ...



  • The ‘man bun’ goes mainstream The ‘man bun’ goes mainstream

    In 2013, a men's hairstyle cropped up among Shoreditch hipsters, and on the likes of Jake Gyllenhaal, Harry Styles and Leonardo di Caprio. Hair scraped back and tied into a knot; it's called the 'man bun'. And it's a style that's now challenging stereotypes by going mainstream.

  • Article image MMUK MAN: Putting the guy in guyliner

    Masculinity is more attractive than ever. With more than three million men in Britain admitting to wearing make-up – from bronzer to blusher to foundation – the male cosmetics market is booming. But what’s driving this cultural shift? And are men concealing their usage as well as their skin?

  • Article image Chubbies: a start-up brand for the neo frat boy

    Anyone who’s seen an American college movie is familiar with the stereotypical frat boy; excessive boozing, scantily clad sorority girls and fierce camaraderie define him. It’s nostalgia for such ‘bromance’ culture which is the driving force behind San Francisco-based shorts brand Chubbies. But how did these tiny shorts manage to unite a ‘bro’-based style cult?

  • Article image How the gym is redefining what it means to be a man

    Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

  • The new metrosexual is all about excess The new metrosexual is all about excess

    When David Beckham wore that sari and became the poster boy for metrosexuality, it was set in stone that a man who moisturised was the new normal. Now, the aesthetic has evolved into a hypersexed version of itself which is less about the perfect outfit than it is about self-objectification.

  • Article image Where has the lad gone? And do we want to find him?

    With lads’ mags Nuts and Front publishing their final issues in April 2014, The Sun’s Page 3 under fire, and even the relatively more sophisticated idea of metrosexual man now an assumed norm, does the 'lad' still exist? If so, where can he be found? And is it worth trying?

  • Article image Girl power: a new leadership paradigm

    The modern woman is setting her sights on increasingly ambitious career. John Gerzema explains how her attitudes have changed, what hurdles she faces and how brands can cater to her needs.

  • Article image From metrosexuality to inclusive masculinity

    Dr Mark McCormack investigates the roles that masculinity and sexuality play in the lives of male teens.