The 'Wiggo' effect: Men race to get their sideburns bolstered after Bradley Wiggins (and his infamous 'burns) win gold
18:57 GMT, 2 August 2012
Men are getting their sideburns bolstered with transplants so that they can look like Olympic gold medalist Bradley Wiggins.
Hair clinics are already taking bookings from fans who want to look like the Tour De France winner, and dubbing it the ‘Wiggo effect’ – after the popular nickname of the pedalling hero from Eccleston, Lancs.
Wayne Rooney has also sparked a boom in
hair transplants for under-30s – with a 25% increase in the year since
Manchester United striker had his op.
Gold medallist – and owner of Britain's most famous sideburns – Bradley Wiggins celebrates after the Men's Individual Time Trial Road Cycling
Wiggins said after his triumph in the Olympic time trial yesterday: 'Sideburns have not been as popular since Noddy Holder.'
Hair transplant surgeon Asim Shahmalak, who owns the Crown Cosma Clinic near Manchester Airport, said: 'Lads want to look like their sporting idols but sometimes nature needs a bit of a helping hand.
Many men have patchy beards and can’t
grow a fine pair of mutton chops like Bradley Wiggins.We have noticed
the Wiggo effect at the clinic ever since Bradley started getting mega
popular – and particularly in the last month with the Tour de France and
'We expect lots more now he has won Olympic gold.
Before and after: Hair was grafted from the back of the 48-year-old's scalp and on to his sideburns so that he could grow them fully in a 3,000 operation
'Men have come to us to get their beards and sideburns bolstered. Hair is taken from the back of the scalp and grafted into the beard area to boost sideburns or a beard.
'These kind of operations can do wonders for boosting men’s confidence, many men cannot grow a full beard or full sideburns like Bradley Wiggins and it undermines their masculinity.
'The only way to sort out this problem is with a transplant.'
Wiggins, 32, a Mod who styles himself on his sideburned music hero Paul Weller, reckoned his trademark tufts were his lucky Olympic charm – and he has promised not to shave them off after winning his fourth Olympic gold yesterday and his seven Olympic medal in total.
Noddy Holder, one of Bradley's hairy heroes, pictured in 2005
Dr Shahmalak, 51, says Wayne Rooney, 26, sparked a big change in young men’s attitudes to hair transplants.
He said: 'Wayne was so brave in coming forward and being so public about his transplant.
'A lot of young men had previously thought that you could not have that kind of treatment till you are in your 30s or 40s.
'Suddenly, lots of guys in their mid-20s were realising they could get their problem sorted and really boost their self esteem.
'He is a fantastic role model for any young man who is losing their hair and wants to change their life for the better.
'Hair transplants work for any man over the age of 25. If you lose your hair young like Wayne who was going bald in his teens, a pattern of hair loss is usually established by the age 25.
'When that pattern is established, you can have a transplant.'