In conjunction with Time Out magazine and Metro Newspaper, London is to present the annual pretentious stakes for 2008.
Competition is fierce, with some exceptional candidates in the running.
One such candidate is Martin Kendall, a freelance writer from Bow, E3 who is widely tipped by many to win and is already, a clear favourite.
Kendall will not start work until he goes into his local Caffé Nero to purchase his Fair Trade decaf skinny latte, 'something of a pre-requisite.'
Once a fan of the likes of Oasis, AC/DC and Mariah Carey, Kendall has ditched the majority of his music collection and replaced them with the back catalogue of Miles Davis, Sigur Ros and any album advertised by HMV that retails at eight quid and thus 'comes under the musical radar.'
Known in social circles as Marty and his skinny latte, he will only lunch at Eat or YO Sushi and wears designer tortoise shell glasses despite having 20/20 vision.
He has also grown a strange goatee beard.
Kendall, who would once go to the pub with his friends, drink lager and go for a kebab now prefers to stay in (the new going out) and watch the Culture Show or have friends over to try his Vietnamese culinary skills or go to The Holly Bush Pub in Hampstead and read the Sunday tabloids.
One friend said, 'I can't believe it's the same geezer? He's sold out. I bet he ain't told you about the time he got arrested in 86 for fighting with Chelsea fans at Fulham Broadway?'
Kendall declined to comment.
