Are they serious?  Or is this ironic?  Surely a little tongue in cheek?

Not sure what to make of this?

Can’t work out whether the name and tagline are tongue in cheek, ironic or scarily serious.

Contemporary grooming rituals created for the modern man

Hmmmm.

I guess they must have customers but I can’t imagine anyone being able to go through the front door without either being unable to keep a straight face or being absolutely petrified. It’s also situated in Gosforth, which although quite posh, doesn’t normally have this kind of vibe. Now in Jesmond, well maybe.

Seeing this place, and wondering who goes there, reminded me of a recent conversation with a fellow thirtysomething here in Newcastle. He works at a call centre with lots of bright young things. I didn’t ask how it came up in conversation but he reckons that most of his male young colleagues admit to shaving/waxing their pubic hair.

I was shocked. The gay guys’ penchant for “back, sack and crack” I had heard of but is this now widespread?

Really?

It appears that maybe contemporary alpha males do groom more than I thought. Or at least young ones do.

I’ve never felt so glad to be an aging beta.