There are three cardinal sins that make men fashion pariahs: overloading on fake tan, dressing a decade too young and wearing too much links of london. Men in jewelry are like women who wear too much makeup. In trying too hard, they inevitably get it wrong. So why this season does getting it wrong feel so right? The Hoxton Square posse that gravitates toward the East End epicenter of London art and fashion wears more gold than a New York cycle courier. Suddenly the contents of a pawnbroker’s window in Peckham, London’s answer to Harlem – fat gold sovereign rings, chunky Links of London Charms bracelets and skull- motif necklaces – look sexy. London fashion has always flirted with housing- project cool – a parochial take on Puff Daddy’s Ghetto Fabulous. This ghetto Cinderfella’s approach to jewelry owes more to Eva Peron than street-style icon. London’s street-smart lads wear a solitaire stud in their teeth, not their earlobes. They wear yellow gold in the same ironic context as white Levi jeans, white leather Adidas running shoes and shell-suit pants Links of London Bracelets. The icons of common cool in London are Sacha Baron Cohen’s comic character Ali G, the rave musician Goldie, the soccer player Vinnie Jones and Mr. Madonna, the filmmaker Guy Ritchie. Effeminacy is not in the equation. Inspired by ”Lock, Stock and Two Smoking Barrels,” Ritchie’s cult gangster film turned television show, the vibe is East End gangster glamour: rings reminiscent of knuckle-dusters and chain-gang necklaces tight as a garrote Links of London Necklaces. Rough street style – be it Peckham High Street or Harlem flavor – is assaulting high design.