WALSH: The Definition Of Masculinity Isn’t ‘Evolving.’ It’s Being Deformed And Destroyed.

The menswear brand Bonobos today launched their #EvolveTheDefinition campaign, which, through Twitter activism and the sale of trendy blazers, hopes to change society’s conception of masculinity. The company explained that the traditional definition of masculinity is “broken, outdated, and tired,” and needs to be broadened and updated to fit our enlightened age. According to the Bonobos CEO, this isn’t about the evolution of menswear — it’s about the evolution of men. This is a theory of evolution that Darwin never covered in “The Origin of Species.”

The video accompanying this campaign is exactly what you would expect. It features a collection of stylish and feminine dudes reading synonyms for masculine — “macho, manly … strong, brawny, powerful” — and then reacting with horror and disapproval. “My goodness,” exclaims one guy. “I think that definition is a little scary,” whimpers a grown man in a beanie. The men then give their own definitions, which include things like “being able to smile and cry” and “being brave enough to be who I am.”