Breaking out of the Man Box with Axe and Topman

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Type “Is it OK for guys to …” into Google and you discover a huge range of anxieties that trouble the modern young man. Is it OK to be skinny? Is it OK to not like sports? Is it OK to wear pink? The list goes on and on and it gives...

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