My bf loves tokidoki...guys do wear it you just can't be unsure about it b/c it's not like a polo shirt...you're not gonna see 25 other guys wearing it. You have to be confident about it and then it doesn't matter anyway!!I've been trying to talk me husband into letting me buy him an Adios Star hoodie but he says that he doesn;t belive that any guys actually wear tokidoki. (I think he secretly loves it though!)