'Looksmaxxing' king Clavicular: Charles Atlas for the TikTok era?

I remember, as a boy, seeing strange, old-fashioned advertisements in the backs of comic books. These were the same ones that were printed on the little comic strips you found inside Bazooka bubble gum.

The advertisement was a three-panel cartoon: 1) A muscle-bound bully kicks sand on a skinny guy and his girl at the beach. 2) The humiliated skinny guy goes home and kicks a chair. 3) The skinny guy buys an exercise device, gets muscles, and then beats up the bully.

Like Charles Atlas before him, 20-year-old Clavicular has become a worldwide brand by embodying a new approach to male physical attractiveness.

That’s a popular story. So popular it never goes away. You see it in movies to this day. Man starts out weak. Gets humiliated. Isolates himself and works to improve. And ultimately returns and prevails over his enemies.

It’s a male fantasy. It’s the daydream of every 12-year-old boy. It’s the ultimate form of street justice.

And it almost never happens in real life. Even as a child, I understood that. But it was still a satisfying story. So much so that you could sell stuff with it. Especially to gullible boys.

In this way, Charles Atlas, the inventor of these cartoons and the seller of various body-building regimens, became a rich man.

But even with my child mind, I could tell it was a trick. Because 1) you’re pretty much stuck with the muscles you have. And 2) normal people don’t really care that much about muscles.

Gimme Shelter

By the time I was a teenager, the Charles Atlas era was over. By the late 1970s, male role models were people like Mick Jagger. Or movie stars like Jack Nicholson. These guys weren’t weighed down with muscles.

Even tough guys like Robert De Niro and Al Pacino were much stronger mentally than they were physically. These guys weren’t going to manhandle you with sheer strength. They were going to outsmart you.

The only interesting celebrity of my generation who was somewhat muscular might be Henry Rollins. Though he never had the steroid-infused definition of a true bodybuilder. Besides which, Rollins' persona was never about being a strongman. It was more of a Nietzschean mental toughness. He was a “Whatever doesn’t kill me makes me stronger” kind of guy.

And of course Arnold Schwarzenegger comes to mind. But in his case, he was a funny and talented actor. His muscles got him into the film business, where he really shone. Before that, most people regarded him as a freak. I know I did.

RELATED: 'Looksmaxxing' and the war on male self-improvement

Chris Delmas/Getty Images

The muscle-man always rings twice

Now, however, the ghost of Charles Atlas has returned. Young men are thinking about their muscles again. And it’s been going on for a while now.

It started with the “you just gotta lift” movement among young men. HR harassing you at work? Women won’t give you the time of day? Media portrays you as weak and ineffectual. You just gotta lift.

This began back in the 20-teens. Maybe the rise of Trump encouraged it. Guys feeling like they could be guys again. Or maybe in the face of decreasing prospects, guys were trying to hold on to their self-esteem.

Steroids and other medications might have added to the trend. Steroids continue to be popular with young males — both for sports and general appearance.

And then there’s the “going to the gym” trend. Both sexes participate in this. Some go to work out, others to socialize and mingle. It has become a place to make friends and find romance. And naturally, big muscles are big clout at the gym.

Enter the looksmaxxers

Now, after a decade of growing physique consciousness, a new generation has burst onto the scene. They call themselves looksmaxxers. And their point man is an internet streamer named Clavicular.

Like Charles Atlas before him, 20-year-old Clavicular has become a worldwide brand by embodying a new approach to male physical attractiveness.

He uses every means at his disposal: cosmetic, chemical, surgical, whatever it takes. There’s an entire science (or maybe pseudo-science) dedicated to this goal. Some aspects of which — "bonesmashing,” for instance—are quite alarming to contemplate.

Clavicular wasn’t the first to think of this. There is a whole community of looksmaxxers that he studied and learned from.

But like Charles Atlas before him, he has the charisma and business savvy to bring his movement to a larger public. At present, he is literally one of the most popular influencers in the world.

When he visits nightclubs or college campuses, Clavicular is mobbed by admirers and detractors. He believes that being (or appearing to be) tall, handsome, and muscular will literally change your life. Watching people mob him in public, it’s hard to disagree.

The beautiful and the damned

Young male conservatives have embraced Clavicular as their own. He has avoided any direct political alliances, but you can hear in his casual conversation echoes of the manosphere and contemporary conservative youth culture.

There are a lot of theories about the rise of looksmaxxing. Some believe it is the inevitable reaction to women reaching new heights in politics, business, media, and entertainment, while at the same time, men have lost ground.

Clavicular has said as much: In a world where the dating market has become increasingly exclusionary to all but the highest-status men, your average guy has to max out any advantage he has and enhance those advantages by any means necessary.

The great inversion

Like it or not, this is where we are. We’ve inverted traditional gender roles. Women, with their increasing access to status and power, are becoming more like men. And men, seeing their own possibilities diminished, are forced to exaggerate their physical attractiveness, like women.

It’s an interesting social experiment. But will the long-term effects be good for society? I kind of doubt it.

For the moment, Clavicular is affecting culture in ways that go beyond being good-looking or having big muscles. He has become a leader and spokesman for a whole generation of young men. Where he ultimately takes them remains to be seen.