Mooloo men: leaner, meaner, tougher
Button up your casual shirts, kick the dirt off your boots and take a bow men of the Waikato - you're leaner, meaner and tougher than the rest.
Menswear retailer 3 Wise Men have scrutinised the habits of men who shop at their Ward St store, and store manager, Rachael Brooky, reckons the data speaks for itself.
More casual shirts - as in, soft collars and bold checks - are sold there than any of other store around the country.
Waikato males also appear averse to ties or cufflinks, with the least of both sold in Hamilton.
Checked shirts are the top-selling pattern. The strongest colour being blue, yet pink came in as another hot pick at number three.
Brooky can tell a lot from the cloth a man chooses to cover his torso with, and pink tells a fearless story.
Some men can't pull it off, she says. Others don the feminine shade knowing their masculinity is immutable.
They also care little about what other humans think of their preference.
Good old white shirts also feature strongly, and Waikato blokes make them last, buying on average 5.4 shirts a year as opposed to Auckland and Wellington where the average purchased is 9.3.
Make your own conclusion on that score.
And the good news keeps coming for the fellas. The company's top selling shirt size in the country is a 42cm neck but in Hamilton it is 40cm.
Brooky admits they're even exporting their 42s north and south.
''The only thing I can conclude is they're out there getting more physical, less sitting on their butts maybe. It's true, so, leaner and meaner. Tougher. They get out there and get more done, I guess. It did surprise me."
There's a general decline in tie and cufflink sales across the country yet it is more pronounced in Hamilton - we're more of a laid back bunch, Brooky said.
Not as pretentious?
''I'm not going to say.''