A new app has launched for men to hook up with other men – but not necessarily if they are gay or bi.

The app, called ‘Bro’, hopes to open up a new market of men who have sex with men, but those who don’t necessarily identify as gay.

Bro

The app, which uses imagery and language related to bro culture, has caused a bit of a stir. Some have suggested that the app may be a PR stunt for a new book published last year by Jane Ward, which explores the prevalence of sex acts between self-identifying straight white men.

Dr Jane Ward discusses the phenomenon – which has been dubbed the “bro-job” – in her book, Not Gay: Sex Between Straight White Men.

Ward tweeted about the app on 19 January, saying: “BRO: the app for bromance and not-gay sex.  Journalists: i am waiting by the phone.”

Other than ‘bro’ it does not use any other labels, and its founders specifically chose not to use the terms ‘bi’ or ‘gay.

Speaking to Mic, the app’s founder, Scott Kutler said: “One of the reasons we don’t state bi or gay in our app is that we believe it shouldn’t matter when meeting other men.

Bro3

“We’ve found labels are becoming less and less relevant — and rightfully so, since they can be damaging.”

He said it wasn’t intended to just be a hookup app, however, saying: “The app is geared towards men that typically identify as bi/gay, and sexually fluid men are welcome to try it.”

Some have questioned whether the app excludes more femme members of the gay community, or those who feel uncomfortable with the idea of ‘bro’ culture.