Check it out: Confidence to look competent
Grooming co Urban Beard wants men to know that being well-trimmed can be enough.
The “lumbersexual” trend might be a bit played out at this point, but that hasn’t stopped guys across the country from growing deceptively rugged beards. Putting even the most impressive beard on an urban city boy won’t instantly make him a survival expert out in the woods. And this video for Toronto grooming supply brand Urban Beard by agency Mass Minority (with sound by Vapor) acknowledges this fact, but hey, there’s nothing wrong with looking like the kind of guy who does.
The same applies to guys who might like to appear an expert on the finest artisan drinks despite having trouble operating a juice box, or those who can’t be bothered to craft their own furniture when the catalogue is sitting right there.