Introducing The YUM: The New Term For Any Well-Dressed And Well-Groomed Young Man
Meet the object of your latest man obsession: the YUM, or "Young Urban Male."
HSBC is credited with this fitting acronym, although it's kind of inexplicable as to why a financial institution has taken to doling out classifications for the upcoming grade of "it guys."
It might, however, have something to do with all the money these YUMs (kind of catchy, no?) are spending.
According to HSBC, these dudes are dominating the luxury sphere. They're well-dressed, well-groomed, and lack any of the sexual ambiguity of those occupying the "metrosexual" space. We likey.
HSBC is defining the YUM as someone who "prefers to display social status earlier on."
With all the various social media outlets on which to publicize your financial prowess, as well as pop-up sites like Rue La La and Gilt that make luxury goods more attainable for the masses, it's not really a surprise that we're seeing a generation of guys more willing to spend, and more likely to show it off.