I think New Urban Male is so cool that everyone wants a slice of their identity. But then again there is a certain 'criteria' that you somehow have to meet before you can don their colours without any sense of uncertainty and doubt.

The bad thing is, this 'criteria' is invisible and based on intuition.

I mean, they employ good-looking hunks as sales assistants in their shops and THEY wear NUM stuffs. Thus THEY indirectly have already set the standards on the type of personality, body, etc that is suitable for NUM's stuff. Imagine an Ah Beng in a full suit of NUM stuffs. From the bags to tees to the flip-flops. Yes? More to like never.

By the way, I have to admit that their strategy of employing hunks in the shop is really a masterstroke. They just stand in the shop, talk amongst themselves and emphasize even more on the fact that they already are models!

Which is a smart thing to do 'cause if they were to approach the customers, ladies especially, their melting point suddenly becomes that of their body temperature.

I guess the only stuff that I'd get from NUM is their flip-flops? 'cause the rest are just good-to-look-at-and-not-buy kinda thing? Well, at least for me. Not only because, ironically, I don't fit being their ambassador. It's also because I kinda have this perception that if you don NUM stuffs, people will gawk at you and go, "Whoa... must be a rich brat ah." Ya ya ya ya.

Can't blame them what!!! I mean I'd do so if I were in the streets and spot someone like that. NUM stuffs are so freaking ex! One normal tee can go all the way to like $43??? Gosh... I'd rather spend that kinda cash on something else.

But the taglines imprinted on the tees are innovative! Kind of a fusion of a lame joke and creativity but at the end of the tagline, you'll smile to yourself and go, 'That was a nice one..". Most of them however are creatively crude. Nice. =)

Like these...

• "I'm looking for treasure, can I see your chest?"
• "Do you believe in love at first sight, or do I have to walk past again?"
• "So many birds, so little time"
• "If you think sex is a pain in the ass, you're doing it the wrong way"

HAHAHA!!! I can just get one for myself and frame it up in my bedroom. That would be uber cool lah.

And they had this survey which kinda took me by surprise. Not the questions, but more to the answers.


Hmmm... I wonder what my answer for this question would be.


How about this tagline for the imprint- "Click to enlarge"?

Where it will be? YOU decide. =p