coolography

individualism

Posted on: 2 December 2008

Style is very important to coolography. After all, we have devoted a whole category to it.

Actors, musicians, businessmen, politicians, even gangsters… history has proven that it is often no coincidence that a well developed sense of style is frequently accompanied by success, confidence and wealth. So when we came across Individualism, a stylist venture whose tagline boldly proclaims: “making men more stylish,” we took immediate notice…

Firstly, introduce yourselves to coolography.

We are Aaron and Reuben and we go by the name of ‘The Individuals’

What does individualism aim to do? and what defines you from your competition?

Like our tagline suggests we ‘make men more stylish’. Simple. We believe that each and every one of us was put on earth for a purpose. Ours was precisely this. We all have talents and ours just happens to be the ability to understand the laws of style. We have now come up with the most efficient way of spreading the message to those that want to learn the powers of personal style. Our long term aim is to generally make men in the UK more passionate about their personal style and appearance. We aren’t trying to turn everyone into narcissists, but we want men to understand that image, personal style, and grooming is important. Cleanliness, as they say, is next to godliness.

Our competitors out there are concentrating on the women’s market. This is understandable, considering that fashion is, and has always been, female-centric. We know our task may be harder but it’s a challenge we can undertake, and part of what we are doing is to break the mould of how the average man sees and approaches his personal style.

We are also the first men’s only style consultants. Other style consultants in and around the industry maintain men’s style as a part service; we dedicate to men and men only. Another thing is that we have started off just like every other guy. We understand the average guy’s needs and problems. Many other consultants are usually working in the fashion industry and therefore influenced by it. A lot of them also usually gay, which to be honest, to an average straight man, can be an obstacle. There is a fear that they are not going to be understood and just told what to do or wear. We understand our clients’ problems and needs firsthand. We were these guys once but we have now changed and so can you.

How would you differentiate between style and fashion?

As the infamous Yves Saint Laurent once stated: ‘Fashion Fades. Style Is Eternal.’ I couldn’t put it any better. People need to understand that fashion is a business, and like any other business it needs to grow and continue to make money to succeed and stay alive. Fashions will always change in order to survive. We want men to take the focus away from fashion and more onto their personal style. Style is something that is found within. Everyone has a unique personal style, but it takes nurturing and is constantly evolving. Through learning the basics of men’s style you can then discover your own and make changes accordingly. Just like in any subject of study you have to master the basics before you can learn the advanced techniques. In order to break the rules you need to understand them first. Your style will always be with you, whereas if you follow fashion you are constantly going to be spending money. You own your personal style, you never own fashion, fashion owns you.

So we dedicate our time and lives to teach men’s style. There are classic rules that once learnt and maintained by a guy they can be forever stylish. Simply put. In no way are we disregarding fashion, however! Those that work in the industry are extremely talented and creative people but they are not there to make life as easy as possible for you. We are. You can still add trends to your look, as long as it still exists within your own taste and personal style. There is nothing wrong with that.

It would not be a gross exaggeration to say that a majority of men are quite ambivalent about their dress sense. At what point in your lives did you come to the conclusion that being stylish was not only a personal choice but something that needed to be spread to others?

We were raised a in a household that had strong morals. Our parents instilled in us the qualities to be non-judgemental and curious. We ask why someone is doing something rather than assume. The world in general, however, just doesn’t work like that. One thing that is extremely important, more so now than ever, is appearance. Image is becoming more and more of a deciding factor across all industries.

We feel that everyone should try and present the best image of themselves as they possibly can. It makes absolute sense. On social networking profiles, who writes down: ‘I’m fairly lazy, I smoke and occasionally lose my temper. I get angry very quickly I only take a bath 3 times a week’? Everybody finely tunes their best selves, whether they are looking for a partner, a job, or pursuing any other agenda, everyone makes sure they are seen in the best possible light. There is nothing wrong with that – we just want to show you how you can do it in the real world; showing and flaunting your best possible self to make an impression even before words even leave your mouth can only be a good thing.

We strive to do the best job every time for our client. Being average isn’t something we just accept. We think that if you want to be successful then it’s a mentality that is strongly advised and needed. We want to change ambitious men. However we need to communicate that to as many men as possible. You can’t change someone that doesn’t want to be changed. It’s not natural and you wont create a lasting and deep impression. Most of the time you create resentment and that is wrong. Ambitious men know that and that is why the people we work with end up feeling better for it.

We are spreading around our message to as many people as possible but we don’t want to preach. We are putting out our service there for the people that want it or understand it.

Individualism quite obviously prides itself on being unique and far from the crowd. How, as brothers, do you maintain your individuality?

Being raised in identical environments is obviously going to have an effect of you. On top of that we are very close so that is why many see our styles pretty similar. But recently we have been coming into our own. There are things that I agree with or take to more strongly than Reuben and vice versa. Also we have different body shapes, and again that has an influence on what we wear and how we wear it.

It’s all about how comfortable we feel within the rules that we have learned. I make choices on things that I have seen or like. I then apply it to the rules I have for myself does it suit my style, body shape etc. Then i make the most important choice: can I afford it? Reuben also makes decisions like that. We are honest with our stylistic decisions and that is how you stay individual. No one can be you – you have your own checklist to go through. That is how everyone will always stay unique.

In spreading your science behind style are you not worried that there will be an army of individualism clones invading the high streets?

We teach men the basics and rules of how every man should dress, but after that its down to them. The science behind style is a set of rules that if maintained will make them stylish and not clones. It doesn’t mean that everyone will look the same. Each one of our clients is an individual and each man learns the rules. However, when they are finished they have a unique checklist to guide them, that’s the beauty of it. As they grow their personal preferences and tastes will change. They may like a certain cut or colour of fabric as they grow older or are influenced by different things. They still have their personal checklist to stick to so they can maintain looking stylish, but true to themselves at all times.

Which do you agree more with: ‘Money can’t buy style’ or ‘The clothes maketh the man’?

I feel everyone wants a definite answer. It’s understandable. We like definition but that’s a hard question. It’s not as clear as that. With money most of the time comes quality and that is very important and should never be disregarded. Most of the time the craftsmanship that goes in to high-end garments is of a greater level to that of a cheaper one. If you do buy a more expensive garment most of the time it will fit you better.

Knowledge is key, however. A cheaper jacket that fits will always win over an expensive jacket that doesn’t. At the same time, someone who doesn’t have that much money can still make intelligent purchases and look stylish. It’s all about knowing yourself and then buying in accordance to that. Once you have learnt that, you can still buy cheaper garments and look extremely stylish.

That is what we do. We teach you the knowledge of how to look stylish in accordance to you the individual. That way you can look stylish for the rest of you life. It’s a lifetime investment.

Consequently, what has been your most expensive clothes purchase, and what has been your biggest bargain?

[Aaron] I’ll begin with my biggest bargain. It was quite recently, in a Harrow charity store, where I found an amazing blue wool blazer by st michaels (the former clothing label of what we know as M&S); It fit me perfectly. I believe it’s a classic and a staple for every man’s wardrobe. The versatility of the piece is remarkable; I can create so many different looks with it, and it only cost a mighty £3!

As for my most expensive item I think it was a pair of Gucci shoes when I was in school. The pair cost me £200. At the time I though I was unstoppable! I really thought everyone looked at them and was thinking in their heads: “he looks great! I love his shoes!”. I soon realised I was gravely wrong.

Your career depends on being being stylish, but what would you say was your biggest ever style mistake?

My biggest style mistake was buying anything before I even understood my fit. I had never really measured myself or really understood my body shape. By not doing so you are buying blindly and expensively. Expensively because you probably look worse in something no matter how much it costs you. You are better buying one thing that fits you well and looks good, rather than ten different things that fit you ok.

Where do you see yourselves 10 years from now?

We see ourselves spreading our message globally. We want to create environments where men can go and find out how to look stylish – walk in and walk out. We want to create individualism stores across the world, creating confidence for all men. We also want to be able to create a platform to help young designers get more exposure. At the moment we are starting this at a small level on our blog, through our product of the week posts dedicated to young new British designers. We see it soon being able to give these people the global platform they need. Creating a global spotlight for those talented individuals.

Finally, in 10 words or less, tell us what do you think the single most important style advice is.

Come see us! NOW!

For more information, or to set up your own style consultation, email contact@individualism.co.uk

Or alternatively visit www.individualism.co.uk