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Published on May 1, 2017
The idea of manliness has grown indelibly associated with the idea of being cool. We’d be wiser to shift the masculine ideal towards a new idea: warmth. If you like our films, take a look at our shop (we ship worldwide): https://goo.gl/qyjS5u Join our mailing list: http://bit.ly/2e0TQNJ Or visit us in person at our London HQ https://goo.gl/2856fZ
“For approximately 80 years, the notion of what a man should be like has been heavily influenced by the idea of ‘cool’. The cool man doesn’t try too hard, you don’t see them floundering about in a panic – but they succeed anyway. They are physically confident, they can scale a mountain or saunter down a deserted street in the middle of the night; if they have to kill someone they will do it neatly with minimal fuss; they don’t worry, they are self-contained and sure of themselves; their trousers are always a perfect fit; they express themselves briefly – but their words are always to the point; they’re not meek in the face of authority; but they don’t crave power themselves: they are independent...”