It's "ready, set, mo!" for Tony and the team at Wollongong's Harbourside Fish Market.
The group has taken the hairy pledge to grow out their moustaches over the 30 days of November, or "Movember".
The campaign aims to raise funds and awareness for the often avoided issue of men's health - specifically prostate cancer and male mental health.
For owner of the Fish Market Tony Virtu, the cause is personal - only a month ago he buried a good mate from school, and has seen several family members die of cancer.
"It makes you realise how important life is. A couple of us [at the Fish Market] are getting well over the 40 mark, so we thought it'd be something good to do for men's health," he said.
Mo Bros, as participants like Mr Virtu are called, effectively become walking, talking billboards. Mr Virtu said bragging rights awaited the man with the longest, and quickest growing mo, but the challenge was not completely without sacrifice.
"I've never had a mo in my life - my wife said she's not going to kiss me for the whole month!"
But Mr Virtu assures people coming to the Fish Market over November that while their faces might be different their charm will be the same as ever.
"Our customers are really friendly and have been so supportive," he said. "We hope they will join in the fun too, by either growing their own mo, or donating some money to the cause."