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The metrosexual—described as an urban male who spends a great deal of time and money on his appearance, fashion and lifestyle—is dead, apparently. Or most likely isn’t that attractive (even having spent all his money on expensive face exfoliants) and has been dumped for a new breed of masculinity, the ‘Ladult’.
Who is he?
He is 25-thirty something and appears to have re-found his masculinity. He is more bold and butch, than laddish. That is how Future Laboratory is describing the 4.5 million ‘Ladults’ who it says are in the UK. Men with self confidence and a keenness to look, behave and dress like men are the latest group to catch the eye of marketers.
Earning between ￡25,000-35,000, and still living with parents or other male friends, he has spare cash and can afford to buy ’proper’ clothes not fashion, he’s quite partial to a game of poker and a visit to a good barber’s and despite being always overdrawn, he has all the latest gadgets.
He is his own man, irons his own shirts (because he can do it better than his mum or girlfriend) and he can cook too. He seems to have grown up and got over laddish attitudes. He has no problem with the notion that women are his equals, but secretly thinks they are different and should remain so. We are however assured he isn’t a chauvinist.
What does he think?
What would this honest, straight talking man think of being the advertisers’ latest squeeze and does he think men are really on the move?
‘I suppose I can identify with the description of a ‘Ladult’. Nobody really likes to be labelled as part of a group (especially if it has the word lad in it) but if they tell me about more of the things I like then I don’t really mind,’ said James, Manchester
We think that the Ladult is probably too busy playing Grand Theft Auto San Andreas, or cooking up a storm in the kitchen before heading out for a few whiskies in the pub with his mates, to really care.
为自己的外表、着装和生活方式花费大量时间和金钱的年轻城市男性，被称为都市美型男的，如今已时过境迁、好景不再了，明眼人一看便知。即便没过时，他们也不再魅力如初(尽管倾己所有、花费不菲除去了面部的角质)，因为他们已经被名为“来雅士”的新种男性所取代。
谁是来雅士？
他正当年，25岁到30浪荡岁，看来是重新发现了他的男子气概之所在。他更大胆，留平头，没了初生牛犊的小子气。这就是未来实验室(Future Laboratory)描述的拥有450万之众的英国“来雅士”。这个自信心十足、热衷于重塑男性化外表、行为和着装的新男性眼下正在引起各大商家的注意。
他每年能挣25,000-35,000英镑，与父母亲或其他男性朋友同住，手里有闲钱，买得起“合适”的着装，而非时装。他对扑克牌游戏情有独钟，往往去光顾手艺高超的理发师。尽管常常透支，但所有新潮的玩意，他应有尽有。
他是自己的主宰，自己熨衬衫(因为熨得比他母亲或女朋友好)，自己做饭。他似乎已经长大，没了小子气十足的态度和举止。女性与他是平等的人，这个概念对他而言毫无问题。但他内心里明白她们与他不一样，她们应该继续那样。然而，我们可以确信一点，大男子主义之类的字眼可是与他绝缘的。
他的内心世界
这个诚实、直言不讳的男性如今成了广告商蜂拥而上的压榨对象。他对此如何看待？此外，他是否认为男人们都是忙忙碌碌的呢？
“我想我可以认同对‘来雅士’的描述，因为没有人真正喜欢被贴上标签简简单单地归类到某个群体中，尤其是和小子相关的群体。但如果他们跟我描述了很多东西，这些东西我又很喜欢，我才不会在乎呢。”曼彻斯特的詹姆士说道。
或许，来雅士正忙着打游戏，比如《侠盗猎车手：圣安地列斯》(Grand Theft Auto San Andreas)，也有可能正在厨房里做饭，忙得不亦乐乎，完事之后又要急匆匆地去酒吧跟好伙伴喝上几杯威士忌。你看，他这么忙，哪儿顾得上别人说什么？
Who is he?
He is 25-thirty something and appears to have re-found his masculinity. He is more bold and butch, than laddish. That is how Future Laboratory is describing the 4.5 million ‘Ladults’ who it says are in the UK. Men with self confidence and a keenness to look, behave and dress like men are the latest group to catch the eye of marketers.
Earning between ￡25,000-35,000, and still living with parents or other male friends, he has spare cash and can afford to buy ’proper’ clothes not fashion, he’s quite partial to a game of poker and a visit to a good barber’s and despite being always overdrawn, he has all the latest gadgets.
He is his own man, irons his own shirts (because he can do it better than his mum or girlfriend) and he can cook too. He seems to have grown up and got over laddish attitudes. He has no problem with the notion that women are his equals, but secretly thinks they are different and should remain so. We are however assured he isn’t a chauvinist.
What does he think?
What would this honest, straight talking man think of being the advertisers’ latest squeeze and does he think men are really on the move?
‘I suppose I can identify with the description of a ‘Ladult’. Nobody really likes to be labelled as part of a group (especially if it has the word lad in it) but if they tell me about more of the things I like then I don’t really mind,’ said James, Manchester
We think that the Ladult is probably too busy playing Grand Theft Auto San Andreas, or cooking up a storm in the kitchen before heading out for a few whiskies in the pub with his mates, to really care.
为自己的外表、着装和生活方式花费大量时间和金钱的年轻城市男性，被称为都市美型男的，如今已时过境迁、好景不再了，明眼人一看便知。即便没过时，他们也不再魅力如初(尽管倾己所有、花费不菲除去了面部的角质)，因为他们已经被名为“来雅士”的新种男性所取代。
谁是来雅士？
他正当年，25岁到30浪荡岁，看来是重新发现了他的男子气概之所在。他更大胆，留平头，没了初生牛犊的小子气。这就是未来实验室(Future Laboratory)描述的拥有450万之众的英国“来雅士”。这个自信心十足、热衷于重塑男性化外表、行为和着装的新男性眼下正在引起各大商家的注意。
他每年能挣25,000-35,000英镑，与父母亲或其他男性朋友同住，手里有闲钱，买得起“合适”的着装，而非时装。他对扑克牌游戏情有独钟，往往去光顾手艺高超的理发师。尽管常常透支，但所有新潮的玩意，他应有尽有。
他是自己的主宰，自己熨衬衫(因为熨得比他母亲或女朋友好)，自己做饭。他似乎已经长大，没了小子气十足的态度和举止。女性与他是平等的人，这个概念对他而言毫无问题。但他内心里明白她们与他不一样，她们应该继续那样。然而，我们可以确信一点，大男子主义之类的字眼可是与他绝缘的。
他的内心世界
这个诚实、直言不讳的男性如今成了广告商蜂拥而上的压榨对象。他对此如何看待？此外，他是否认为男人们都是忙忙碌碌的呢？
“我想我可以认同对‘来雅士’的描述，因为没有人真正喜欢被贴上标签简简单单地归类到某个群体中，尤其是和小子相关的群体。但如果他们跟我描述了很多东西，这些东西我又很喜欢，我才不会在乎呢。”曼彻斯特的詹姆士说道。
或许，来雅士正忙着打游戏，比如《侠盗猎车手：圣安地列斯》(Grand Theft Auto San Andreas)，也有可能正在厨房里做饭，忙得不亦乐乎，完事之后又要急匆匆地去酒吧跟好伙伴喝上几杯威士忌。你看，他这么忙，哪儿顾得上别人说什么？