The home of Giuliana & Bill and Jerseylicious is about to get a new image — as a destination for men.

NBCUniversal — which entered a partnership with Hearst — will turn Style into the Esquire Network on Sept. 23. The original plan was to transform NBCUni’s male-skewing G4 into Esquire but the conglomerate decided to upend the female-loving Style instead.

According to an internal memo obtained by THR, NBCU Chairman Bonnie Hammer explained that Style was “redundant” in the company’s profile. “One of the hallmarks of our success is brand clarity. Our goal has always been delivery of compelling content by means of distinct, complementary brands, each in its clearly defined lane. With Bravo, E! and Oxygen, we offer unique takes on popular culture for an ever-broadening audience, including the all-important female demo. In pursuit of that same demo, Style presents brand overlap within our portfolio. Esquire Network, on the other hand, offers an opportunity to introduce a lifestyle network that speaks to an upscale male audience underserved in the current marketplace.”

Style confections like Giuliana & Bill will probably move to E!, THR says, while others will continue on the Esquire schedule.

The hope is that the Esquire Network will appeal to mature and affluent men.