Retrosexual rough-and-tumble blokes have seamlessly replaced the sensitive, well-groomed metrosexuals.
According to The Retrosexual Manual's author Dave Besley, old school, football-loving, rough-and-tumble blokes are the latest fad.
The likes of David Beckham, Jude Law and Brad Pitt have been outshone by the likes of Gordon Ramsay, Russell Crowe, Vince Vaughn.
Besley urges men to "shrug off the nancy-boy image and get back to being real men.''
Sydney University gender and media studies lecturer Fiona Giles said that the retrosexual appeals to women as much as men.
"On the one hand, men seem to be saying: `It's OK to be a real man', and on the other hand they're doing this as a good technique to get women's attention,'' Daily Telegraph quoted her, as saying.
"What I find interesting is that men now have this choice of how they present themselves.
"It's almost like they're going shopping for an identity,'' she added.
Giles said that some men combine the metrosexual image with qualities of a retrosexual.
"There are plenty of men out there who have access to both their power tools and their feelings,'' she said.