This week sees the start of the new academic year and the return of the majority of schools in the UK. Vast numbers of the nation’s school children have not seen a classroom since March and thus the need for new school uniform became negligible. But, after almost six months away, retailers will have seen a huge spike for new school uniform and all the accoutrements that go with the ‘Back To School’ marketing push.
Left - Mendip Craft Youth Black Leather - £46
According to research by Mintel the back to school market was worth £1.16 billion in 2018. This was an increase of 36% on the previous year, when it was worth £855 million, making back to school spending the third biggest retail spending event after Christmas and Black Friday. Parents told Mintel they spent an average of £134 on school uniforms and shoes in 2018, a 6% increase compared to the average of £127 spent in 2017. Collectively, Brits spent a total of £510 million on school uniforms in 2018, up from £395 million in 2017. GlobalData, a leading data and analytics company, estimated UK shoppers were set to spend £1.7bn on back to school items in 2019, with the market forecast to grow by 1.5%. This is only slightly outperforming the annual rise in the number of pupils due to population growth.
One of the biggest back to school beneficiary brands was Clarks, who for many years was the go-to source for children’s school shoes.
But, it’s been a tough few years at this still family-owned, British high-street institution, which has seen revenues and profits falling. The latest accounts show turnover to February 2019 was £790million, down 4% from 2018 at £820.4 million. The breakdown of this was UK and ROI contributing £561.1million, Asia Pacific £135.2million, Europe £96.5million and the Americas just £0.5million.
An operating loss of £48.7million was reported, up from £3.7million the previous year.
The brand reported a ‘poor’ performance and cited it was struggling in part due to the weakness in sterling which made its goods sourced from the far east more expensive when paid in US dollars. All of this was all pre-COVID.
Right - Clarks was founded in 1825 by brothers Cyrus and James Clark in Street, Somerset
Founded in 1825 by brothers Cyrus and James Clark in Street, Somerset, where it still has its headquarters, the company has over 1,000 branded stores and franchises around the world and also sells through third-party distribution in 35 countries. The Clarks family still retains 80% of the company spread amongst more than 400 family members. The world number one in ‘everyday footwear’, Clarks sells more than 50 million pairs of shoes every year.
In February 2018, Lance Clark, the head of the Clarks shoe family, largest shareholder and inventor of the firm's iconic Wallabee shoe died aged 81. He was managing director of the family shoe company until 1994. The Clarks CEO at the time, Mike Shearwood, described Mr Clark as 'an immense character' who played 'a very significant role' in the company. He said, “We have lost an immense character who will be forever prominent in our company's history.”
Lance Clark was a leader and his extensive experience gave the company direction and many credit him for the amazing growth of Clarks in the late 20th and early 21st century.
The same year, June, Shearwood was dismissed under a cloud after being accused of ‘inappropriate behaviour’ including sexist, racist and homophobic comments.
In October 2019, he lost his case for unfair dismissal after taking Clarks to an employment tribunal. Clarks said Mr Shearwood's conduct was the reason he was made to resign, and an employment panel agreed. Allegations were made by the 56-year-old against chairman Tom O'Neil, whom he claimed adjusted the minutes of board meetings.
After much fanfare, in January 2019, Clarks announced a it was closing its new manufacturing facility in Street after failing to meet manufacturing and cost targets. The state-of-the-art factory was originally scheduled to open in 2017 with Clarks hoping to make 300,000 pairs of made-in-England desert boots a year at the facility, and create up to 80 jobs. However, the opening was delayed and the factory only started production in summer 2018.
In recent news, Clarks made the decision not to reopen a ”meaningful" number of its 347 UK store estate once the government-mandated lockdown ended. As part of the “normal review” the retailer decided not to renew the leases on a small number of stores as they expired in May 2020. An exact number and locations weren’t announced. It had already closed 56 stores in 2018/19. In May 2020, Clarks announced 900 roles were going globally with 108 of those redundancies at its HQ in Street, Somerset.
Left - Scooter Speed Kid Black Leather - £48
Clarks is now under the leadership of Chief Executive Giorgio Presca, who joined in March 2019, six months after Mike Shearwood stepped down. Presca has more than 20 years' of experience in managing and developing global premium brands, previously leading Golden Goose Deluxe Brand, and was chief executive at Italian footwear brand Geox between 2012-2016, which is more relevant to Clarks’ market. Presca has also worked at Diesel, VF Corp, Citizens of Humanity, Levi Strauss & Co. and Lotto.
The vast majority of parents wouldn’t have bought any school shoes between March and August this year. That would mean a huge demand in one go for new school shoes. Currently, online, Clarks’ children’s shoes - boys and girls - range in price from £36-£58. This is often more than what parents would spend on shoes for themselves. They are willing to pay more for a pair they feel with last.
When you consider young children’s clothing and shoes don’t include any VAT - everything under the maximum size an average child will be on their 14th birthday - then the margins are big.
Clarks has had a difficult few years and has become somewhat rudderless with a lack of direction and leadership. The expensive factory debacle and the distraction of Shearwood’s tribunal would have had an effect. Clarks doesn’t include a breakdown of its children’s shoes within its figures, but it is no doubt considerable. Over 70% of Clarks’ turnover is from the UK and ROI and much of this will be the school market. With not much recent innovation in its adult ranges, the children’s shoe sector will be incredibly important to them and this will be make or break time. Without this back to school boost Clarks could be in serious trouble and they’ll be praying they all stay there wearing out those new shoes.
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Is there ever a perfect time to launch anything? Warehouse, the women’s high street brand founded in 1976 by Jeff Banks, is launching menswear this week. The traditional British men’s high-street has been in the doldrums for quite some time since the skinny suit was replaced by the branded tracksuit. So, the question is, does this ambitious new launch signal the start of a potential menswear renaissance or will it be simply too difficult in a segment that has seen other well known high-street brands crash and burn?
Jonathan Munro, Warehouse Menswear designer says, “We feel strongly that there is a gap for a well-designed sustainable brand at a great price point. We wanted to build on the success of the womenswear line, marking a new chapter in the brand’s history and fulfilling what we believe, is a gap in the market.” he says. It is worth noting that this isn’t the first time Warehouse has done menswear. They had menswear in the early days of Warehouse so they are not promoting this as a first.
Left - Warehouse Menswear SS20
The main focus is, the fashion word du jour, sustainable. The new range will be sold online via the Warehouse webstore www.warehouse.co.uk and through host e-tailers and retailers; The Idle Man, Zalando, JohnLewis.com, Next and the Australian retailer Myer. Price points range from £15 for a 100% organic T-shirt, up to £189 for a recycled polyester content suit and £229 for the chrome-free suede jacket.
“The core of the range is made up of high quality wardrobe staples that should last season-after-season, balanced with breathable cottons and linens in a wearable colour palette.” says Munro. “We have a great range of printed shirts, from monochrome geos to abstract hand painted illustrations which are all designed in-house. Key pieces include our heavy twill overshirts and slim utility trousers.” he says.
“Fashion needs to become more sustainable for the good of the planet.” says Munro. “100% of the range includes sustainable fibres such as organic cottons which use less pesticides and therefore less pollutants, recycled polyesters made up from salvaged plastic bottles and eco viscose which is derived from renewable wood sources.”
What will Warehouse Menswear add to the British men’s high-street market? “Sustainable clothing for the modern man who needs his clothes to last and work for him every day.” says Munro. “We know women buy clothes for men and we also know men buy clothes for themselves - it's aimed at whoever wants to buy it.” he says. “We are holding a pop-up store at Protein Studios in Shoreditch, running from the 2nd – 7th March. This is to allow customers to see the range first hand, interacting with the materials and learning more about the sustainability messaging which runs throughout.”
What does the future look like for Warehouse Menswear? “Our main focus will be to continue to research and develop new ways of working with sustainability in mind, supported by the knowledge of what the Warehouse Menswear customer is looking for in a sustainable clothing collection.” says Munro.
Brands such as Whistles and New Look both struggled in the menswear category. Whistles cancelled its menswear range this time last year and New Look removed menswear from its stores in April 2019, going online-only. The rest of the high-street from Topman to River Island to Jigsaw have struggled to compete with Zara and the sports brands. But, things aren’t all doom and gloom, according to a ‘GlobalData’ report ‘The UK Clothing Market 2018 – 2023’, menswear will be the driving force of the clothing sector, forecast to grow by 12.3% over the next five years as greater trend incorporation and newness drives volumes.
A British Fashion Council and Mintel report estimates that consumer spending menswear has grown 5.1% to reach £15.9 billion in 2018. Menswear now accounts for 26% of the total clothing market, whilst womenswear accounts for 51%. Consumer spending on clothing is forecast to rise 25% to £76 billion in the next five years to 2023.
Warehouse’s parent company, the Oasis and Warehouse Group, clearly sees potential in the menswear market having recently purchased online retailer The Idle Man for an undisclosed sum in Sept. 2019.
Right - Warehouse Menswear SS20
So, what do the experts think Warehouse Menswear’s prospects are?
“When this was announced, I’m not going to lie, I was very surprised, to say the least. I understand a lot of people keep on talking about the growth in men’s fashion & grooming, but when we see retailers from New Look to Whistles dropping their menswear offering, it does beg the question, is now the best time to launch a menswear brand extension?
“Additional to this, we have an awful lot of talk on sustainability and buying less but better quality, plus when well known names like TOPMAN are not performing particularly well at the moment, its hard to see a brand not known for their menswear being a success in these difficult, uncertain times. However, maybe this is what the menswear market needs, maybe Warehouse it going to target the ladies buying for their men, but this is an ever increasingly niche demographic. I do wish Warehouse all the luck in the world and hope their Menswear offering is a success, but I won’t be holding my breathe.” says Anthony McGrath, Founder of Clothes-Make-the-Man.com & leading academic.
“It’s certainly a challenging time to launch, but there’s an opportunity for Warehouse where other major high street names are stalling or retracting on menswear. There are multiple challenges for high street retailers; nimble online competition, prohibitive high business rates, persistent economic uncertainty and the fact that many of us no longer choose shopping as a preferable leisure activity. However, in my opinion the current menswear offer from the high street, with a few exceptions, is failing to offer well-made, well priced and exciting product. There’s a proliferation of dull, cheap clothes.
I’d like to see a certain amount of risk taking. Nobody needs another line of neutral, anonymous ‘wardrobe essentials’. Men shop for themselves. It’s not going to work if the strategy is to rely on existing customers.” says Jessica Punter, Stylist & Grooming Consultant, & former GQ Style & Grooming Editor.
“It'll be a tough fight, and depends on their marketing strategy I think. They have a nice campaign video and a pop up shop but is that enough? We'll see. They have an opportunity now to really nail it, to take the market share from the high street brands that don't do it particularly well, but time will tell! I think others failed because they weren't offering a mix of product for different customer groups, so hopefully Warehouse will.
“There isn't a 'good time' to launch I don't think, there's always going to be peaks and troughs in the industry, and right now we're just coming out of a terrible time for retail, so maybe it's a great time! To wait until fashion week or another event is pointless now as we know men don't really shop to seasons or events, they just shop because they need to. I guess it's a good time in the year though, because now is the time for newness, so makes sense from a business point of view.
“Initially, I think it'll be the aimed at the women for sure, because they are the ones going in store and online to buy Warehouse, but if they have a good marketing plan, and get it out to wider audiences, men will slowly show up. Also, I wonder who they are partnering with, if anyone, to wholesale? That'll be really important in pulling in a new menswear customer. It'll be slow, but maybe they might be able to do what others have failed to do!” says Simon Glazin, freelance fashion writer and blogger.
Left - Will it work? Warehouse Menswear SS20
“I think there's space for an affordable, fashion-forward offer now Topman is tussling with Boohoo over cheap sportswear, but Warehouse aren't going to be the ones to provide it. Well, judging from the images I've seen.” says Lee Clatworthy, Fashion Writer.
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People like to watch traditionally attractive people. It’s the foundation on which the majority of reality TV shows and Instagram is based upon. Love Island returns to our screens, and while I dip in, I’m usually away for men’s fashion weeks to get the full minutiae of people trying to fulfil their social media destiny, it is, currently, a huge influence. It’s also a barometer of how this demographic of people look and what they buy and do when to comes to fashion and grooming.
Left - Love Island contestant Curtis with no underarm hair looking like a holiday from the 90s
The prevailing trend for men seems to still be bald as a coot bodies. The hirsute trend we’re seeing in porn, in gay culture and even in women, doesn’t seem to having an impact on this group of people. Or on the producers casting these people. There’s even one guy, Curtis, who doesn’t seem to have any underarm hair. He probably won’t be the only one…
When Frida Kahlo is the poster girl for women, is it a wonder how this smooth ideal for men persists. It does feel like this is the last gasp of the completely smooth trend we’ve been seeing since of the 90s when grooming and men messing around with their intimate areas first started.
A report from Mintel last year stated 46% of British men remove hair from their bodies, up from 36% in 2016. They also discovered that 57% of young men aged 16-24 remove hair from their pubic region. UK sales of shaving and hair removal products to reach £558 million in 2018 with Veet the headline sponsor of reality TV, TOWIE. According to Mintel’s Shaving and Hair Removal – UK, October 2016, 14% of men say that they remove hair from their chest, rising to 20% amongst men aged 25-44.
It does feel like we’ve reached peak body grooming and the figures will start to reverse when they realise looking smooth looks dated and as fashionable as a tribal tattoo or skinny white jeans.
The trend for hairy has been growing for a few years now, some have been calling it the ‘Poldark Effect’, named after actor Aidan Turner’s hairy torso seen scything in the BBC drama.
Right - When Frida Kahlo is today's poster girl for women, is it a wonder how this smooth ideal for men persists
Often removing body hair was about appealing or pleasing a partner. According to dating site MissTravel.com – which conducted a poll on male chest hair – 2017's straight women prefer partners with bare chests (61 per cent like a man to shave or wax), while gay men prefer them hirsute (at 58 per cent).
Gay men are often the leaders of trends when it came to fashion and grooming and were the first to start removing hair, they are now doing the reverse. Men now look lean and hairy as opposed to bulked out and smooth like in previous decades.
Hairier is, now, seen as more masculine, more mature and sexier. Being smooth looks immature and feminine and it’s this polarised worlds of hairy versus smooth which makes the Love Island guys look even more confusing. On a positive, at least those Jacuzzi filters won’t be getting clogged up.
Below - The full 2019 Love Island line up of without a single body hair
Young men are officially the biggest consumers of footwear in the UK. Move over Carrie Bradshaw, or is that reference way too old when you consider many of these 16-24 year old men weren’t even born when she started shopping for her Manolos.
According to the latest research from Mintel on footwear retailing, 95% of British males aged 16-24 bought shoes last year, making them Britain’s number one footwear buyers.
There’s been a revolution in men buying shoes and while women (86%) are still more likely to purchase footwear than men (78%), females aged 16-24 (10%) are twice as likely to have not purchased footwear in the last year compared to their male counterparts (5%), as the continuation of the casual and ‘athleisure’ trends drive men’s footwear sales.
Male shoe addicts are fast catching up on women. Men’s footwear accounted for 37% of all footwear sales in 2017, up from 34% in 2015. Valued at £4.38 billion in 2017, sales of men’s shoes increased an impressive 31% between 2015 and 2017. In comparison, sales of women’s shoes grew by only 10% over the same period to reach £5.48 billion in 2017.
“Men’s footwear, particularly among younger age groups, is really fuelling growth in the footwear sector.” says Chana Baram, Retail Analyst at Mintel. “In fact, our research shows that men aged 16-24 are more likely to be swayed by big brand names than women of the same age.” says Baram. “With trainers such a popular category for men as a whole, young men in particular are likely to respond positively to advertising campaigns by the big sports brands that feature their favourite male sports personalities.” she says.
This footwear sales growth is being fuelled by trainers, trainers and more trainers. Casual shoes and trainers are now the most popular shoe styles purchased by men.
“These are not just essential buys, but, got-to-have-it buys,” says Richard Wharton, footwear veteran and founder of Office & Offspring. “It’s all about the latest sneaker, there are millions version of that: the luxe trend, the Balenciaga Triple S, Off-White, Converse or Vans or whatever.” says Wharton. “These young guys have never worn formal shoes or been forced into wearing them at school. They buy what they want,” he says.
“Sneaker culture has really grown, from being a niche market to having mass appeal,” says Pamela Dunn, Senior Buyer, Schuh. “The rise of exclusive collabs and hard-to-get releases from brands like Nike/Adidas has fuelled the sneaker market.” she says.
In our age of sportswear and dress-down, our footwear choices have mirrored this and what was once unacceptable in certain social situations has now become mainstream and mass. Comfort is key.
“In modern offices nobody wears any other formal attire anymore so it’s acceptable to wear sneakers,” says Wharton. “Hype’s there. Before you didn’t have trainers for different occasions,” says Wharton. “Where you had that in formal wear, you, now, have that in sneakers: all black sneaker for work, weekend, something casual, or a club, maybe Dior or Louboutin,” he says.
The trainer market has grown to such as size that there is now multiple categories within this market and men are buying a full wardrobe of trainers for every social occasion. Designer brands have piled into this market seeing big margins and huge volumes. But what are these guys buying into?
“Big brands at a more mass market level like Nike/Adidas or more top level brands include Off-White / Gucci / LV etc.” says Dunn.
“It’s so broad. They are buying high-end street couture to basic Vans or Converse,” says Wharton. “Nike rules with guys buy into their new technology. There are huge queues waiting for the next thing and Nike limit it, so they drip feed it in.” he says.
Boys are buying brands and this may go someway to explain the latest movements within the men’s footwear market. Ted Baker recently bought back its shoe license for £21 million. The fashion brand bought ‘No Ordinary Shoes’, the worldwide licensee, from the Pentland Group. “This is an exciting opportunity to drive further growth in our footwear business by leveraging our global footprint and infrastructure, in line with our strategy to further develop Ted Baker as a global lifestyle brand,” said Ted Baker founder Ray Kelvin.
As Pentland lost Ted Baker, it appointed Marc Hare as the new ‘Product Director of the Lacoste Footwear Joint Venture’. He will be leading the new ‘Mainline’ and ‘Future Concepts’ product teams and working with Lacoste JV CEO, Gianni Georgiades, to support the company's vision for the brand. Marc Hare is known for his luxury evening styles and his, now, defunct Mr Hare footwear label. It’ll be interesting to see whether Pentland want to grow Lacoste further out from its sporty origins or use Hare’s skill by giving those sports shoes an elevation to compete within the luxury sneaker market.
What these brands see is growth, but is there further room for expansion or is the market becoming saturated?
“I think males will increasingly buy into footwear in the future, but the market will change,” says Dunn. “I think exclusive products may become less desirable, but brands that are big now will become even more dominant e.g. nike/adidas.” she says.
“It depends when it becomes saturation point,” says Wharton. “So many people want comfort that looks cool and there are multiple sub-genres such as Japanese sneakers, and Palace/Supreme collabs,” he says.
While the sports brands continue to offer newness, limit 'exclusive' product and raid their archives for classic styles, the trainer market seems healthy and will sustain the desire of men to keep adding to their collections. But, this rise of young men becoming the largest consumers of footwear is skewed towards one category and it will be interesting to see how the footwear industry gets this entire generation off their sport wears addiction and into a pair of leather lace-ups.
ITV’s hit show ‘Love Island’ didn’t just dominate people’s evening viewing, this summer, it also inspired guys to get grooming. Recent data from Kantar Worldpanel showed a spike in grooming sales during the 12 weeks to 12th August 2018. The reality show is credited with helping to drive a 16% sales surge in men’s skincare products.
“Love Island not only tugged on shoppers’ heartstrings but also their purse strings,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, which produced the report.
Left - Love Island 2018 cause a spike in male grooming sales
An incredible 3.6 million tuned into to watch Dani and Jack win the show, breaking viewing records at ITV2. The scantily clad couples, supposedly all looking for love, clearly hit the right spot when inspiring guys to make the best of themselves.
Superdrug – which has sponsored the last three series of Love Island – launched a campaign promoting the products “the Love Island boys will be using all summer”. These included avocado and manuka honey conditioner, beard oil, volcanic cleansing wash and charcoal toothpaste to get that all important Love Island smile.
Lee Kynaston, Grooming Expert, Grooming Guru, says, “Those Love Island lotharios are a televisual reminder to all men that they need to raise their grooming game. The programme, with its identikit contestant selection, is saying 'this is what men are meant to look like in 2018' and the fact that the producers seem to pick guys that conform to a stereotype - hairless, muscular, tanned, perfectly-groomed eyebrows, blindingly white teeth - reinforces the image. I mean, where are the guys with hairy chests? It reinforces the idea that men shouldn't have a scrap of body hair. Love Island is manscaping's biggest cheerleader. Everyone of them is (forgive me for saying this) 'Instagram Ready’.”
Love Island adds that competitive element to how men look. Are you good looking enough? It clearly hit the marketing sweet spot.
“Well, the premise of the show is about getting the girl (or the boy if you're a female contestant) so it automatically associates a certain physical look with romantic - and sexual - success. Quiet sad really because we all know that outside of the Love Island/Instagram bubble that that's not reality.” says Kynaston.
Since the start of the new Love Island series, the number of men having eyebrow threading treatments at Superdrug have increased by 43% compared to last year.
Less than two years ago, only one in 50 appointments at Superdrug’s ‘Brow Bars’ were for male customers - today, men make up almost ten per cent of all appointments at the retailer who has 293 Brow & Lash Bars in its stores across the UK.
According to the brow specialists in Superdrug it appears younger men are opting for perfectly shaped dyed brows whereas the 40 plus generation are opting for a ‘tidy up’.
Simon Comins, Superdrug Commercial Director, says, “Programmes such as Love Island always influence customers to try out a new look and this year we’ve already seen males customers rush in to stores to get their guy-brows shaped and tidied.
“There has been a huge shift in male grooming over the past few years with a significant increase in customers looking for male grooming products with an 11 per cent increase in sales. But, male grooming has changed now it’s as likely to mean a concealer and lipgloss as shaving products.”
The UK’s men’s grooming market is said to be worth £2 billion a year and this is continuing to grow as men start to use more products and the grooming categories increase. Even Chanel is launching a men’s line called ‘Boy de Chanel’. It will first launch in South Korea, the biggest men’s grooming market in the world, with three "essential” products: a tinted foundation, coming in four colours, a matte moisturising lip balm, and four shades of eyebrow pencil.
So, what are men buying into?
According to Mintel, “Popular reality TV shows including Love Island and TOWIE have helped to popularise a preference for hair-free bodies amongst younger men, underscoring a growing demand for men’s hair removal products.”
All six men who originally entered the Love Island villa did so with hairless chests and all but one sported some form of facial hair or designer stubble.
Josephine O’Brien, analyst at Kantar Worldpanel, said: “Male contestants were even shown lathering hair removal cream on their bodies in an open-air shower and the hairless chests of the islanders set the standard for men hitting the beach this season.
Right - Will Love Island be looked back upon as 'peak grooming'?
“This is reflected in the sales – the number of men buying hair removal cream is up a staggering 17.7% in the past year and under-45s shopping for hair removal products have shot up 35.6% in the past 12 months.
“There’s less stigma among men about these grooming practices. In fact, peer pressure is one of the factors contributing to the increase in sales, with British men more likely than their European counterparts to remove their body hair because of societal pressures. This means that brands hoping to attract shoppers should be looking at the male market and how they can target this growing group – something the likes of Nads and Veet are already capitalising on.”
Over a quarter of men (28%) have shaved their body in the past 6 months with 72% of these removing hair from their intimate parts according to the Kantar Worldpanel data.
Brands such as Nads and Veet are capitalising on the trend and bringing out products targeted at men as brands like Nair. 54% of men who remove body hair describe themselves as image conscious compared to 41% of those that don’t, while the biggest driver to remove hair is personal hygiene with 42% saying a fear of odour makes them reach for the razor.
Men are also buying “Manscaping tools like the Philips OneBlade Face & Body and you dare not be pale these days, so a spray tan or bronzer is going to be important and I think there's a real interest in perfecting products - skincare products that act like real life filters.” says Kynaston.
“Increasingly men buy for themselves. Women are no longer the gatekeepers of male grooming. Yes, they're still popping things in the shopping trolley for their bf/husbands/sons, but increasingly men are seeking out their own grooming gear and treatments. They want to take charge of how they look and they have plenty of role models for inspiration. Plus, those role models are totally comfortable with manscaping, fake-tanning and eyebrow threading. I know a lot of men who are incredibly fussy about what skin and haircare products they use and they spend ages selecting the right gear. That wouldn't have been the case 20 years ago.” he says.
Love Island is a reflection of where the image conscious male is right now. This show intensifies and proliferates a single image of tanned, hairless and ripped males with glossy hair and white teeth. This type of look requires money, time and products and has clearly resonated with its male viewers and the subsequent uptick in grooming sales.
What’s interesting is, it feels like this type of look is becoming increasingly dated and men are and will be turning to more hairy, masculine(?) and natural looking ideals. It’ll be interesting to see, when we look back in a few year’s time, whether Love Island will be seen as the era of the peak groomed man?