Menswear company ‘evolves the definition’ of its own target demographic

· July 18, 2018  
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Shironosov | Getty Images

On Wednesday, menswear company Bonobos launched Twitter campaign #EvolveTheDefinition to, apparently, change the definition of the word “masculine.”

The hashtag, which was promoted so that it appeared first among national Twitter trends, accompanied a series of interview clips in which men explained why the definition of “masculine,” traditionally meaning “having the qualities of a man,” was far too “rigid” for them and needed to be changed to fit “every self proclaimed man.”

The new “definitions” of masculinity really cleared things up.

Some even suggested this new meaning of the word “masculine” should not be permanent, but “fluid and ever changing.”

Is this peak woke?

And … is Bonobos still a “menswear” company?


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Author: Carmel Kookogey