Because the Western man abandoned his claim to beauty, his socially legitimated physical appearance had turned at the end XVIII century, like Flugel (1930) states in The Psychology of Clothes, into an austere and ascetic form of art. We believe, though, this is a limited phenomenon restricted to a certain segment of the masculine universe: i. e., the white collars1 group. It is, therefore, inexistent in other areas, as demonstrated , for example, the vanity present in the aesthetics of such social outcast groups as the cangaceiros (outlaws from the North East of Brazil), thugs from Lapa, samba dancers, bicheiros ( the Brazilian Mafia), ad infinutum. In this work, we choose different elements of the mass media and analyze their discourse to discover how the importance of the aesthetic pleasure in the physical appearance of the male started to be reintroduced in the main stream culture. We used as material a large number of statements announcing the birth of the new man. Furthermore, we also wanted to find out how these messages are received by men and how the conflict with older values are resolved. Thus, we analyzed different styles of masculine fashion because we believe clotthing is one of paths through which individuals find their place in society, express their opinions and emit messages about their inner selves.