Gender roles are a regular topic of debate in the media, particularly concerning the way certain products are marketed gender-specifically. A 15-year old YouTuber has won the hearts of many Gen Z Tumblr and Twitter users with his video ‘Little Game’, which tackles the same issues.

The campaign group Let Toys Be Toys wants retailers to stop marketing toys by gender by replacing “Boys’ toys” and “Girls toys’” labels. The group plans to approach Morrisons after it found that the supermarket had the most gendered in-store signage.

Menswear and womenswear is out; androgyny is in. Whether you’re L, G, B, T, Q or heteronormative, Sharpe Suiting tailors to bodies, not genders. As the brand blazes a trail, will others follow suit? Are we on the brink of a fashion revolution?

In a world of blurring gender roles, where women are empowered and men are emasculated, a playful definition of 'what it means to be a man' is emerging, whereby men have the freedom to build their own definition from a range of discourses.