You can easily recognize one: his shoulder is usually seen with a tote bag that has a Labubu securely attached. In one of his hands, a book on feminist literature — in his other, a matcha. The ...

As a new archetype gains traction, contests in Seattle and New York have found some men embracing the label — and signifiers like books, records and Labubus. By Alisha Haridasani Gupta and Nicole ...

In a sea of men sporting basketball shorts and ill-fitting t-shirts, there is a growing handful of men opting for tastefully selected jorts (always thrifted!) and knitted vests. Performative men, as ...

Forbes contributors publish independent expert analyses and insights. Kian Bakhtiari writes about Gen-Z marketing and social impact. Performative males have emerged as the archetypal Gen-Z meme. The ...

You may have seen him walking around campus: jorts and a tattered sweater, watered-down matcha in hand, wired headphones trailing into a tote bag that almost certainly also houses a worn copy of “The ...