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This contribution to "men's studies" examines the emergence of masculinity as a marketing tool through the proliferation of men's style magazines, to the stylized images of masculinity which are used to sell products such as deodorants or jeans. The text explores how masculinity has been constructed in the consumer society, and analyzes the hierarchy of masculinity which valorizes some men and denigrates others. Starting with an historical review of men's fashion and a discussion of its importance and meanings, the author proceeds to analyze contemporary marketing of menswear and masculinity in advertising and the media, and considers the politics of fashion for men in terms of gender, class, race and sexuality.