A champion cage fighter has crushed rivals such as Daniel Craig, David Beckham and Lewis Hamilton to be named Coolest Man of the Year.
Michael Bisping, an Ultimate Fighting Championship (UFC) fighter, came out top in a poll of the 100 Coolest British Men of the Year by Zoo magazine.
Around 50,000 Zoo magazine readers and web users voted in the online survey.
While he is not exactly a household name, Bisping, 29, from Clitheroe in Lancashire, won two huge bouts this year in Birmingham and has featured in the magazine.
Bisping is a former light heavyweight champion and has only been defeated once in his career.
He said of his award: "I am totally shocked, but honoured to be voted the coolest man in the UK by Zoo readers."
Paddy Power bookie's favourite Hamilton finished just behind Bisping in second place.
Last year's winner, Noel Gallagher, is still a massive favourite among young men as he finished third ahead of big screen action heroes Jason Statham, who came fourth, and Bond actor Craig, who was fifth.
This year's top 10 is filled by Britain's so-called hard men with undefeated world champion boxer Joe Calzaghe in sixth place, adventurer Bear Grylls seventh and Noel's younger brother, Liam Gallagher, at number eight.
At number nine, Liverpool's Steven Gerrard was deemed football's coolest bloke ahead of Arsenal's wonder kid Theo Walcott, Beckham and Wayne Rooney.
England captain John Terry dropped 61 places from last year to 75.
Harry Redknapp was voted Britain's coolest manager at number 44.
Editor of Zoo magazine Ben Todd said: "Although most people will be surprised at this year's winner, the result reveals the growing influence that UFC is having on young men in Britain - with the sport now seriously rivalling boxing in the popularity stakes.
"Intriguingly, the poll also suggests a resurgence in respect for hard men, perhaps due to the harsher economic times, and the death of the metrosexual with Bisping, Calzaghe and Bear Grylls all featuring in the Top 10."
Following the recent BBC prank calls row, Russell Brand was named Britain's coolest comedian at number 10, ahead of James Corden, Russell Howard and Ricky Gervais.
Jonathan Ross, who was also involved in the furore after he and Brand made lewd calls to Andrew Sachs, was at number 57 in the poll.
The only politician deemed cool was London Mayor Boris Johnson at 47.
At number 78, the Governor of the Bank of England, Mervyn King, was voted in for keeping a cool head during the global financial crisis.
It was a very un-cool year for Borat star Sacha Baron Cohen at 86, who fell 75 places from last year, and Top Gear's Jeremy Clarkson at 63, who has become less cool than his co-presenter James May at 21 and The Stig at 28.
Here is the complete list of Zoo's 100 Coolest British Men 2008:
1. Michael Bisping
2. Lewis Hamilton
3. Noel Gallagher
4. Jason Statham
5. Daniel Craig
6. Joe Calzaghe
7. Bear Grylls
8. Liam Gallagher
9. Steven Gerrard
10. Russell Brand
11. Theo Walcott
12. Christian Bale
13. Ricky Hatton
14. Paul Weller
15. Jeff Stelling
16. Alex Turner
17. David Beckham
18. James Corden
19. Chris Ryan
20. Russell Howard
21. James May
22. Thom Yorke
23. Clive Owen
24. Ricky Gervais
25. Paul Taylor
26. Harry Hill
27. David Tennant
28. The Stig
29. Andy McNab
30. Hugh Laurie
31. Christopher Nolan
32. John Barrowman
33. Simon Cowell
34. Gerard Butler
35. Simon Pegg
36. Morrissey
37. James Caan
38. Karl Pilkington
39. Frankie Boyle
40. Wayne Rooney
41. Chris Hoy
42. Dan Hardy
43. Peter Kay
44. Harry Redknapp
45. Ian Poulter
46. Mike Skinner
47. Boris Johnson
48. Danny Cipriani
49. Guy Ritchie
50. Ross Kemp
51. Simon Amstell
52. Jamie Carragher
53. Dizzee Rascal
54. Sir Alan Sugar
55. Sir Alex Ferguson
56. Adrian Chiles
57. Jonathan Ross
58. Vinnie Jones
59. Andy Murray
60. Paul McCartney
61. Tubes
62. David Mitchell
63. Jeremy Clarkson
64. Damon Albarn
65. Ryan Giggs
66. Chris Moyles
67. James Toseland
68. Jamie Cullum
69. Ally McCoist
70. Daniel Radcliffe
71. Enzo Maccarinelli
72. Chris Tarrant
73. David Haye
74. Jimmy Bullard
75. John Terry
76. Ray Winstone
77. Bruce Forsyth
78. Mervyn King
79. Michael McIntyre
80. Ronnie O'Sullivan
81. Carl Froch
82. Frank Lampard
83. Gordon Ramsay
84. Jimmy Carr
85. Al Murray
86. Sacha Baron Cohen
87. Paul Scholes
88. James DeGale
89. Danny Dyer
90. Louis Smith
91. Steve Coogan
92. Jamie Redknapp
93. Lee Evans
94. Kevin Pietersen
95. Richard Hammond
96. Sir Richard Branson
97. Justin Lee Collins
98. Ian Wright
99. Johnny Vegas
100. Monty Panesar
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