Tour de France winner Bradley Wiggins starts sideburns trend
The 32-year-old champion cyclist from London was the first Briton to win in the 109-year history of the race and he did it with his facial hair proudly on show.
But Bradley's supersized 'lucky' sideburns - which he's keeping during his bid for Olympic gold - are a massive 3in long!
'I've thought about shaving them off but as they've become a talking point, I don't dare,' he says.
Fans around the world are keen to copy his look, but will it catch on?