The 90’s lad had arrived after many battles for sexual equality had been fought. Gender roles adopted from the older generation were a thing of the past and just seemed foreign to the modern lad. Many men saw this change in attitude as women saying that they could say and do the same things as men- which intimidated the modern lad.
However, in some ways men seemed to have more freedom to be themselves- The new lad could get drunk, do drugs, watch football and pull women in clubs with no expectations. Men were free from the constraints of political correctness. There was no need to be the breadwinner like the previous generation; who needs Hovis when you can have a can of Carling?
The new lad was carried into the millennium on a wave of culture, sport and a beaming mood of optimism. Britpop, New Labour, Oasis at Knebworth, Blur at Mile End, TFI Friday, Nuts, Loaded. So why did it all seem to go downhill from there?
It could be said that lad culture was progressive while it lasted. it was a time where men and women could be themselves and attract like minded people. Now being a lad has become associated with the sort of people that WKD and Lynx adverts are aimed at.
"Smoke where you want, drink what you want, whenever you want. Get the age of consent down. Legalize drugs. Kill all the people who like grunge music. Kill all surfboarders. Melt the snow. Anybody who wears a cowboy hat should get the electric chair"
- Noel Gallagher
Androgyny VS LAD Culture in the 1990's
ALL I NEED ARE CIGARETTES AND ALCOHOL.