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New York, NY (prHWY.com) December 5, 2012 - "Life imitating art," Mr. Schlossman said. varsity jackets embroidery "We were making fun of it as it was happening."

This parallel, remora-like universe took on the name #menswear (pronounced hashtag men's wear) after the tag that was affixed to posts on Tumblr.

"Did it birth #menswear?" Mr. Schlossman asked, before answering his own question: "Kanye shrug!" He then made the gesture popularized by Mr. West that loosely translates to: "I hate to have to be the one to say it, but it's pretty obvious."

THAT'S partly the case. "The Internet was a safe space for guys who were into clothes," said Jian DeLeon, a style writer at Complex, who traces the movement back pre-Tumblr to men's style messageboards like Styleforum, Hypebeast and Superfuture. The slang that teenagers used there to talk about their favorite sneakers and T-shirts stuck even when the teenagers grew up and the objects of desire evolved, he said.

That created a default voice that has come to dominate the discourse. varsity jackets for boys "They feel comfortable playing their music loudly," said Michael Williams, by way of metaphor. Mr. Williams is the founder of the early men's style blog A Continuous Lean, and an uncle of sorts to the younger generation. "There's not this metrosexual man-bag stigma that people harass them about," he added.

That means there can be a loud collective cheer from the Tumblr-verse when the two worlds collide, as when ASAP Rocky ends up on the cover of Jalouse, or an interlude on Rick Ross's recent "Rich Forever" mix tape that mentioned Tod's loafers and cashmere socks. "You have no idea how many Tumblr people felt legitimized by that one skit," Mr. DeLeon said.

Mr. Schlossman is also the editor of Four Pins, a men's style Web site owned by the hip-hop and style publisher Complex Media. It's largely written in the voice that suggests a teenage boy thumbing through the GQ archive addled on Red Bull and "The Marshall Mathers LP." (Sample recent article title: "Hood Rich Is the New Americana".)

The site has some of the self-awareness of Mr. Schlossman's other project, featuring a column called The Token Black Guy Chronicles, which underscores an inconvenient truth: many of the participants in #menswear are white, and free to adopt hip-hop posturing without suffering the wages of racism.

More often than not for this generation, varsity jackets girls hip-hop is the filter, not the text, providing a worldview that preaches the values of opulence and peacocking. It helped that the #menswear world had a few non-rapper heroes of their own to look up to: those include Josh Peskowitz, men's fashion director at Bloomingdale's, and Eugene Tong, who was recently promoted to style director of Details.

"Hip-hop was a genre that made it cool for guys to care about what they're wearing," said Mr. Tong, 32, who grew up in Cherry Hill, N.J., on a diet of Wu-Tang Clan and Nas before making his way into the world of men's fashion. The same went for Mr. Peskowitz, 33, raised in Washington D.C., and who worked at music and style magazines including The Fader and Vibe before crossing over to retail.

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