Oh no he's sorta aware of what he looks like, and goes as far as he does to cultivate that look but he also thinks he's able to pull that look off flawlessly - but what he has trouble comprehending is why it makes him look more masculine especially when he goes so far as to give himself quite visable labels especially when he get's Sir'd on a daily basis.
You've got a lot of insight into Phil and his little idiosyncrasies. And I absolutely think you're right here. Phil does seem to be very much self-aware (and self-conscious) of what he looks like. As I've said before, he DOES respond to ridicule, like when he stopped showing his hideous rodent teeth after he saw us laughing about it on these forums.
The thing is, he seems to be too dumb to really understand it. Like, okay, he thinks he looks all cool, bad ass and intimidating, but he can't quite figure out why we won't buy into his own carefully constructed image. After all, he believes it, his asspatter brigade either believes it or at least pretends to, so why don't we? He can't wrap his little brain around why we laugh at him, and that's what makes him a lolcow.
Also, you mentioned all of his labels. Translatinx non-genderbinary white passing vegan whatever the fuck. It's like I'm describing a multiclass character in the most autistic RPG ever played. Phil gets all of those terms from the SJW community, and while it's dubious that he even knows what all of them mean, he wants to be accepted as part of those communities so he just 3@ what he sees them do. He's gay, then he's intersexed, then he's genderqueer, then he's trans... it's whatever he thinks will earn him asspats, so he just adds to his list of descriptors like some sort of Latin American dictator adding meaningless titles to himself.
The thing is, these same SJWs have taught him that whatever you say you are, you are, and nobody has any right to question it. So when he saddles out in public dressed as a man (albeit a horribly autistic neckbeard, but still a man, even if just barely) he expects everyone to treat him like the wonderful special unique translatinx snowflake he claimed to be online six weeks ago. He doesn't understand that SJWs are an extreme minority and their rules have no bearing on the real world, but like most other lolcows, he also doesn't understand that the world doesn't revolve around him. Perhaps we feed into his delusions a bit, but most people don't know him, let alone know the autistic shit he posts on FB. Even if they did, they wouldn't care.
As far as most people who actually have to interact with Phil know, he's just a weird little mentally challenged man. Unless they actually talk to him and get bored with facts and figures about Austrlatina or have to hear him rant about daddy rape day (neither of which I suspect he would actually talk about irl).