HE grew the beard to keep jellyfish away, but Sean Conway's facial fuzz has helped him become a fashion model for an exclusive shirtmaker.
The Cheltenham-based endurance athlete, who has cycled round the world and swum around the coast of Britain, is now the face and body of a new shirt from Thomas Pink.
And the picture, of Sean in a soaking wet shirt, transparent and clinging to his torso, might do for the athlete and writer what it did for Colin Firth as Mr Darcy in a TV series of Pride and Prejudice.
Speaking to the Echo from the Channel Island where he was giving a talk to schools, Sean said: 'Well if it makes me a heart-throb that would be great, but I'm still ginger and hairy.
'It was a bit of a weird experience. There was a crew of about eight or nine people and they were all making a fuss of me and I'm really not used to that at all.'
And the fabled glamour of fashion shoots didn't seem to have made it to the shoot with Sean which took place at the top of Leckhampton Hill.
In order to get the white shirt to cling to him in the absence of rain (which was added into the picture later), the director didn't stand on ceremony.
Sean said: 'They just dumped a bucket of water over me. I'm used to it I suppose but it was freezing cold. But I think the picture looks really good, I'm really happy with it.'
The shirt itself is not merely cut to be tight against rippling abs.
Sean said: 'It's cut for an athlete, wider at the shoulders and narrower at the waste, and it's stretchy material, which is amazing, so it moves with you and is really comfortable.
Alex Field, head of marketing said the company thought the rugged Sean worked well as one of their models and paid tribute to his distinctive beard, adding: 'We felt Sean epitomises the true athlete, in mind as well as in body.
'We liked that fact that his recent challenges go beyond what has ever been seen before.
'But he also reflects the values of Thomas Pink. He is bold yet humble, has some very quirky tales to tell, is the best in his field, and has a brilliant signature of colour thanks to the colour of his hair.
'We usually say any colour as long as it's pink, but in this case we were happy to have an exception.'
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