Much has been made of the recent Old Spice ads (see also YouTube) and I have to agree that they are pretty cool. They are trading pretty heavy on the trope of 'you can love it honestly, or you can love it ironically'. This is the same basic principle that lets me wear a Princess Sparkle (My little Pony) T-shirt without having to turn in my feminist card. (And, personally, the centaur ad is my favorite)
Slate Culture Gabfest podcast asked whether you would wear something in order to smell ironic, is that even possible? Well my answer is that there is at least one kind of person who can wear a symbol of masculinity ironically, no matter how it is produced.
And that is a woman. (Yes, I did buy some bodywash and deodorant. Advertising wins again!)