Peak menswear

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If one had to pick the date on or about which men’s clothing changed, October, 2010, could be a sensible choice. That’s when The Hairpin published an article, by Mary H. K. Choi, called “All Dudes Learned How to Dress and It Sucks.” “There must have been some clandestine colloquium workshop situation where all the dudes in all the land shucked to skivvies and got sized for their perfect pair of Uniqlo jeans and nobody said ‘no homo,’ not even one time,” Choi wrote. The upside of this change was that, all of a sudden, men on the subway looked “SO GODDAMN GOOD”; the downside was that it was now impossible to guess anything about a man from his clothes. “I have ZERO idea what dude is who right now,” Choi concluded.

The Author

Björn Jeffery is a Swedish technology columnist, advisor, and independent analyst based in Malmö, Sweden. He is the technology columnist for Svenska Dagbladet and co-hosts a podcast for the newspaper. He was previously CEO and co-founder of Toca Boca, the kids’ media company that grew to over one billion downloads. Through his advisory practice, Outer Sunset AB, he works with companies on digital strategy, consumer culture, governance, growth, and international expansion.