This article examines the online retailer Huckberry.com as a singular, centralized authority responsible for marketing “lumbersexuality” as an emergent, gender-normative taste regime. As an evolution of the devalued hipster marketplace myth, analysis reveals Huckberry promotes an adaptable taste regime to its young, educated, urban, White male clientele that unites goods, meanings, and practices across multiple fields of consumption that reconnect indie consumption and taste with a fantasy of “authentic” masculinity. We argue that Huckberry offers men semiotic resources that merge the urban with the outdoors in a way that enables the enactment of a fraught though seemingly durable masculine identity project that weaves the extraordinary and mythological into the quotidian. Implications of this gendered taste regime are discussed in relationship to the ways in which lumbersexuality is mobilized as a more authentically masculine alternative to the ironic stance of hipsterism and the supposed phoniness of mass culture.

中文翻译：

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构建木材性欲：营销一种新兴的男性味觉体系

本文将在线零售商 Huckberry.com 视为一个单一的、集中的权威，负责将“木材性欲”作为一种新兴的、性别规范的品味体系进行营销。作为贬值的时髦市场神话的演变，分析显示哈克贝利向其年轻、受过教育、城市、白人男性客户推广一种适应性强的品味体系，将跨多个消费领域的商品、意义和实践结合起来，将独立消费和品味与对“真实”男子气概的幻想。我们认为，哈克贝利为男性提供了符号学资源，以某种方式将城市与户外融合在一起，这种方式能够实现令人担忧但看似持久的男性身份项目，将非凡和神话融入日常生活。