The colour pink is the number one fashion colour for men, according to sales figures from nationwide menswear retailer Moss Bros.
Sales of pink shirts and ties have steadily grown over the last few years from 11 per cent in 2004 to 16 per cent in 2006.
Last year, more pink shirts were sold in the South (65 per cent) compared to the North (15 per cent).
London alone accounts for 34 per cent of overall pink shirt sales, Moss said.
Dr Veronika Koller, lecturer at Lancaster University, who has carried out research on the significance of colour said: "Pink has more meanings than any other colour.
"Historically pink was worn by boys and blue was for girls. After the World War I there was a complete turnaround when blue became associated with military uniforms, male jobs and masculinity. The marketing industry adopted pink for girls simply as a contrast."
Dr Koller believes the trend has now come full circle.
She added: "Pink has become a fashion statement for men.
"Men who wear pink send out a clear message that they perceive themselves as being cutting edge, modern, out of the ordinary and special."
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