Move over metrosexuals; the lumbersexual is now in town.

Peter York, the style guru and cultural commentator who popularised the term Sloan Ranger, has turned his attention to the Hipster, and claims to have identified a new variety of man: the lumbersexual who aims for a carefully cultivated unkempt, lumberjack outdoorsy look.

York says the lumbersexual look – in sharp contrast to the coiffed look of the metrosexual – is a blend of outdoor work wear, including lumberjack shirts, in combination with big beards and longer hair which, despite carefully attention, gives the impression of someone working hard in the great outdoors ... even though those who sport the look tend to live in the trendiest parts of cities and work in the 'creative industries'.

In the global best selling Official Sloane Ranger Handbook, which he co-wrote with Ann Barr in 1982, he detailed the habits of the stereotypical young upper classes from in and around "Sloane Square" in London's Chelsea, known for their horsey-ness and Hermes headscarves. Diana Spencer - late Princess Diana - was the quintessential Sloane Ranger.

Now seeking to understand what he claims to be a modern obsession with authenticity, York has charted the roots of the original hipster back to the black American jazz scene to its modern manifestation in the UK and examines the way its underground vibe has been absorbed and repackaged by the mainstream.

For his latest guide, shown on the BBC, the Harpers & Queen writer interviewed barbers and clothing store owners in East London hipster haunts such as Shoreditch and Hackney, including Lee Wells, cult barber from East London's The General's Barbershop, who identified the lumbersexual look.

York said: "It's just as constructed as the metrosexual look before it. Hipsters today are always on the look out for the authentic and everything comes with a back story that makes it authentic and real though it's often beautifully designed."

Murray McRae, manager of Stag Barber Co in Edinburgh's Old Town, said that York's description of the lumbersexual was one that he recognised "100 percent".

"We have moved so far from the overly-groomed metrosexual look - and the more active, outsdoorsy look is one we're seeing a lot just now, especially as we come into autumn/winter and people want to grow their hair a bit longer," he said. "A lot of guys want something much less manicured because that's something that they also see at the forefront of fashion. While models used to have short back and sides now we are seeing them going down the catwalks less styled. We're seeing less fades [a shorter style] and more textured looks.

"In terms of clothing we're seeing that same look reflected there too. There are a lot of plaid shirts but in muted colours and parka jackets with fur on the collar, again quite an outdoorsy look. Interestingly we are also seeing the guys in offices around us, who wear suits to work, wearing those type of coats over the top. It's definitely filtered into the mainstream. The cutting edge isn't as cutting anymore."

Tony Wright, owner of the Glasgow barbers Mohair, agreed said the unkempt beard was "a sort of more natural look that looks as if it would be low maintenance. It's all about being manly and working hard at a style that looks like you didn't mean it."

York also highlighted the growing interest in workwear such as jeans worn by American cowboys and coal miners, jackets evocative of lumberjacks and farmers, and sweaters originally designed for sailors, that alongside beard and tattoos present an macho image of hard work.

The trend, he claims, is also driven by the hipster interest in authenticity and backstory which is found from vintage clothing, made from long lasting materials. The trend is echoed by the craft movement seen in food and drink, one with York labels "micro-connoisseurism".

Antony Connelly, owner of Glasgow secondhand clothes shop Minted, said that though his customers weren't yet particularly into the look, on a personal level he was really keen on postwar workwear, which he said was already a "huge trend" in London but "about to be ruined by Topman".

He added: "The look is kind of railway worker. It is very practical and it looks amazing; huge turn-ups, four denim pockets, that kind of thing.

"It's a very masculine style which makes you look as if you've just spent the day down a mine, when in fact I've just spent it standing around in a shop talking to people about clothes. It's like a great Halloween costume that I can wear all the time."

Tips on how to be a lumbersexual:

1. Beard should be big and bushy and hair kept fairly long. Your beard may be conditioned and oiled but it shouldn't look too groomed.

2. Try vintage denim to go with a lumberjack shirt, and make sure the pockets are as deep as your turn-ups.

3. Tattooed sleeves are de-rigour to give you that nautical edge.

4. Strong coffee on the side completes the look. But make sure you know what beans it's made from and where they've been roasted.