It means guys are still following the fashion of several years ago, before being a "hipster" became passe. I thought this fad was over. Couple years ago, I pulled alongside a Jeep Cherokee in traffic. It was about 90F and over 90% humidity, a typical Tennessee summer day. Dude with a beard and a toque was sitting in there, windows open, sweat pouring off his face. He looked miserable. People will do stupid things for fashion.