For the first time in history, men spent more cash on male-specific toiletries than on shaving products.

1. LUMBER SEXUAL
• • •
• • •

2. The rise of new trends
THE LUMBERSEXUAL THE ATHLEISURE
Bearded
Flannel - Wearing
Outdoorsy
looking
Comfortable
Sporty
Expresses a
lifestyle

3. Lumbersexual 101
• Beard Care: Importance of the beard.
• Bold Beanie: A fashion staple.
• Pullover fleece
• Flannel Shirt
• Vintage-styled tee
• Vest
• Distressed Jeans
• Hiking / Climbing / Working Pants
• Hiking Boots
MOTOR
DRINKS
OUTDOOR ACTIVITIES
TECHNOLOGY
PASSIONS

4. Lumbersexual 101: The Value of the Beard
Men’s grooming market
to hit $6B by 2017.
41% of social conversations
about lumbersexuals is primarily
related to their beards.
“For the first time in history,
men spent more cash
on male-specific toiletries
than on shaving products.”
- IndependentRetailer.com -

5. TATTOOS
Are sported by many
lumbersexuals.
“Inked” and “Freshly Inked” are
among their favorite magazines.
PLAID SHIRTS
The plaid shirt market grew 65% in
2015.
- Edited.com
BOMBER JACKETS
Arriving in the US and UK in Spring
‘15 grew, this trend grew 128%
compared to the year before.
Lumbersexual 101: Personal Style

6. MOTOR DRINKS OUTDOOR ACTIVITIES TECHNOLOGY
Lumbersexual 101: Passions

7. TOP SOURCESTOP BRANDS
MOTORCYCLES
190.2
( popularity index )
MOTOR LOVERS
188.7
( popularity index )
Lumbersexual 101: Motors

8. BEERS
179.1
( popularity index )
TOP SOURCESTOP BRANDS
LIQUORS
177.8
( popularity index )
Lumbersexual 101: Drinks

9. BACKPACKING
188.7
( popularity index )
TOP OUTDOOR ACTIVITIES
174153134117102
0.14% 0.30% 0.47% 0.63% 0.79%
POPULARITY
BACKPACKING
MOUNTAIN
BIKING
HUNTING
REACH
CANOEING
SURFING
Lumbersexual 101: Outdoor Activities

10. SHARING
CONTENT VIA...
TOP BRANDS
NERDS
128.8
( popularity index )
Lumbersexual 101: Technology
“He looks like a man of the
woods, but works at The
Nerdery, programming for a
healthy salary and benefits. His
backpack carries a MacBook
Air, but looks like it should carry
a lumberjack’s axe.”
- Gearjunkie.com -
24.3%
23.2%
19.4%
9.7%
Android
Mobile Web
iPhone
Desktop / Web

11. CONSUMER
INSIGHTS SUITE
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