# Male Archetype Trends The Urban-Woodsman Has Its Own Guide Now By Robyn Currie | Published 2010-02-02 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-urban-woodsman References: [nymag](http://nymag.com/guides/everything/urbanwoodsman/) You see him walking down the street, the man in the [plaid shirt](https://www.trendhunter.com/trends/andwander-fw25), scruffy beard, using weekends to learn how to chop wood, and fire a rifle. And during the week, he is a marketing executive. What? Oh ya, the Urban-Woodsman, the move towards being as manyly as you can, while staying in the city. And there is now a guide on how to perfect your look in NYMag, and it hits the nail on the head with how-tos on dressing, [growing the most rustic beard](https://www.trendhunter.com/trends/premium-grooming-brand), and taking up hobbies that will further his hillbilly street cred (think [curing meats](https://www.trendhunter.com/trends/realtree-camo-loungewear), and carpentry). I think the Urban-Woodsman is super hot, so I hope this mode sticks around for awhile. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 76% | Activity: 64% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Key Themes Behind This Trend - **Urban-woodsman Trend:** Opportunity for fashion retailers to create clothing lines targeted towards urban men with a rustic, outdoorsy aesthetic. - **Rustic Hobbies Trend:** Opportunity for businesses in the leisure activity industry to create experiences for individuals interested in outdoor activities such as carpentry and hunting. - **Masculinity Norms Trend:** Opportunity for brands to challenge traditional gender roles and create products that celebrate diverse expressions of masculinity. ### Where This Applies - **Fashion Industry:** With the Urban-Woodsman trend, fashion retailers can design clothing lines to take advantage of the rustic aesthetic demand. - **Leisure Activity Industry:** Businesses in leisure activities such as hunting and carpentry can provide value for individuals interested in the Rustic Hobbies trend. - **Consumer Goods Industry:** Companies in the consumer goods industry can create product lines that address the Masculinity Norms trend to tap into a growing market that celebrates diverse expressions of masculinity. ## Related on Trend Hunter - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Masculine Pharmacy Shopping Experiences](https://www.trendhunter.com/trends/walgreens-mens-zone.md) - [Refined Contemporary Colognes](https://www.trendhunter.com/trends/the-colognes-by-ds-durga.md) - [Male Personal Care Collections](https://www.trendhunter.com/trends/bath-and-body-works-1.md) - [Male Fragrance Expansions](https://www.trendhunter.com/trends/lynx-fine-fragrance.md) - [Men's Personal Care Rebrands](https://www.trendhunter.com/trends/premium-collection.md) - [Prestigious Masculine Deodorants](https://www.trendhunter.com/trends/rock-face-impact.md)