While we're constantly being told by Special K ads that women are making serious, all-consuming preparations for their beach body, we men are also starting to get a bit nervous about the summer reveal.
We may not be able to guarantee an immediate solution to the love handles but we can at least help you dress the part.
This season, it's time to welcome back the Hawaiian board shorts, which will be resuming their place at the top of the summer shopping list, right next to disposable barbecues and factor 50 sun-cream.
Scotch & Soda are the guys behind the latest reinvention and have utilised vintage prints to give off an authentic Beach Boys feel.
You can pick them up now from your nearest Selfridges.