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TheMetroGuy.com has developed into a resource to assist style conscious men by providing products to meet their everyday requirements - all in the one place.

According to market researchers, mextrosexuals are a worldwide $8 billion-a-year industry, with the U.S. accounting for more than $2.4 billion. NPD Group claim that, during the first nine months of 2003, department stores alone sold $86 million worth of male grooming products.

If you look after your appearance, enjoy shopping and use grooming products such as toners, eye gels, exfoliators and moisturisers you are part of the new generation of males who are called 'metrosexuals'.

The term 'Metrosexual' was first coined in 1994 by a British Journalist and relates to a man that is in touch with his feminine side. He is mostly a straight, sensitive man that invests a lot of his time and money on his grooming. A metrosexual man loves shopping and has the latest fashion trends in his wardrobe. He is basically a man who appreciates sophisticated items and is not afraid of spending a lot of money on himself.

He loves Armani, is seen just as often near a catwalk as competing in sports, confesses an adulation for Kylie Minogue, even designs his own jewelry but he's not gay.

Actually, he's not that different at all. Men of all sexualities are taking a greater interest in their appearance. They go to hairdressers rather than barbers; avoid using soap because it's too harsh on their skin; visit the gym instead of playing sports and even have difficulty deciding what to wear.

They're occupying their time differently - not only spending more of it in front of the mirror, but also at boutiques, in bars rather than pubs, enjoying a dance at a nightclub and going to beauty salons. Cosmetics brands such as Ella Bache say men make up as much as 40 per cent of their salon customers in some areas.

The Metrosexual Guide to Style:
A Handbook for the Modern Man



by Michael Flocker