Harborne-based Mike Gayle[221] is one of the key exemplars of lad lit, a genre of fiction that developed in the 1990s exploring "unheroic" tales of masculinity.[222] Many of his books have Birmingham settings, including Turning Thirty of 2000, telling the story of its hero's return from New York City to Kings Heath, and His 'n' Hers of 2004, a tale of students in Selly Oak.