Ed Broad, the "real man" in Jacamo's controversial campaign, has spoken out about being branded a "fat, lazy slob".
He believes that a woman would not have been "fat shamed" in the same way by the media.
Jacamo was initially accused of homophobia after Ed's "average bloke" image was used alongside the slogan "real men have balls, not man bags".
The 26-year-old says there are double standards after a similar promotion for women was hailed as "inspirational".
Double standards for men and women
"On the same day all this was happening I saw an article about a very large woman recreating another woman's model shots. It was the same campaign as mine pretty much.
"All the comments and all the headlines were saying how it was so empowering and how great it is to see a bigger woman in the media. It got so much positive attention.
"Then mine comes out and publications are fat shaming me.
"The media attacks someone for being slightly overweight and I think it's just going backwards.
"Normal men with a bit of a beer belly are underrepresented."
"They were attacking me personally saying I look like a fat, lazy slob"
He showed us some of the comments on the articles about him.
They came from mainstream newspaper sites.
"I'm not normally the kind of guy to get offended by this, but in this one she was attacking me personally saying I look like a fat, lazy slob who hasn't exercised since 1995."
Ed says he is 13 stone and at six foot tall.
An average and healthy weight for someone his age.
He has also completed a half marathon.
"I don't really go out of my way to be a model, or sculpt my body to be in front of camera.
"But I don't consider myself a slob. I am active - I do get out there. And I was only five in 1995, so it's a bit rough."
The comment goes on to say "real mean don't care about their experience, they don't shave, they don't look after themselves and they've literally no style", criticising Ed for his appearance.
Some said the initial campaign was homophobic
Ed Watson from the firm said: "Our social tweets were supposed to be a fun way of illustrating that there is more than one type of man something that the Real Man Runway competition is trying to do."
Ed Broad isn't a full time model but knew someone casting for the campaign who encouraged him to try and bag the role.
"I didn't realise there'd be so much drama about this.
"We were taking the mick out of the other model saying that he is so cut and he's got great abs and that real men don't look like that.
"I think people were trying to link the description between man bags and men being gay but that's not the case at all, lots of people carry man bags doesn't mean they are gay."
He says it was just the target market they were going for - "the normal man who likes a bit of footie and a beer".
"I can see why people got annoyed but it was just a bit of tongue in cheek - just a bit of a joke and people didn't need to get so offended over it.
"You can't really define a 'real man' because every man is different."
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