"I never had sand kicked in my face, but most of the scene is now based on kids that were picked on and who were not really that attractive in the media sense," Milinkovic says. "I'm pretty skinny, man, but I'm healthy skinny because I've been athletic my whole life.
"The whole rock'n'roll scene has been trendy for a while: the slim, nerdy guy is looking all cool now," he says.
It is like Revenge of the Nerds on the catwalk. Material Boy's Mic Eaton, a former surfer who has focused on designing since blowing out his knee on a wave, says modelling agencies such as Priscilla's in Sydney are starting to cater more for his label's long, lanky look.
His sample size is a 76cm waist and 86cm chest, which he says suits a younger generation of men more concerned about style than sport.
But if you are still to be convinced that scrawn is the new brawn, try this on for size. Eaton says the lean look is becoming so popular that it might be time for hip labels such as his own to actually upsize.
"I think I will be using fuller models for next season. I try to work against the trend," he says. "Last season, for winter, I did a silhouette change by using wider T-shirts and wider, pleated pants to give a shorter, stumpier silhouette - and it worked quite well."
