The cardinal rule of dressing is not to wear anything that makes you feel uncomfortable, which perhaps rules out Speedos for 70% of British men.
Asos reports a significant year-on-year growth in sales of Speedos, and the iconic swimwear brand enjoyed a 200% spike in sales last summer in Europe, the Middle East and Africa.
The rise of the reverse male gaze—the theory that men dress for the admiration and validation of other men—is thought to have led to more daring swimwear choices.
Slutty looks are super popular right now in menswear (short shorts, mesh shirts, low unbuttoned silk shirts, 1970s tailoring) but it is almost entirely about hetero guys trying to look sexy for other hetero guys.
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