Intro: The Journey Begins

On one ordinary day a guy called St. Daniel was walking along Oxford Street getting into every store selling apparel to get something new for him to wear. He wanted something that would look good, stylish and quite interesting. But all he saw didn’t have any of those qualities. He couldn’t find anything right for himself neither in high-end department stores selling desirable brands and designers nor in high-street shops filled with cheap junk.

With intention to get some inspiration he went to Selfridges to check all the latest men’s fashion magazines. Maybe he was missing something out! To his surprise, everything he saw was cliché and uninteresting.

That made him think men’s fashion became absolutely stagnant. There was no novelty whatsoever, just boring mixture of ordinary things.

People who dress up were divided into 2 groups: they were either hyper show offs who think they are way too cool and important or edgy junkies who were very extreme. St. Daniel didn’t want to belong to those types.

It was time for something brand new to appear on the scene that the world hasn’t seen yet!

He decided to go on a trip of a lifetime to find a new style, the one which will define the style for the decades ahead and shape the way men dress. And sharing it with others would help to make it happen.

In order to find a new style he would do a research on everything new happening in Fashion, Music, Art and Film. He would review things and events taking place, interview interesting people and put together photo shoots to show his latest discoveries.

This blog is not about consumerism, it’s not about promoting brands or showing what I buy so that everyone else could envy me, and it’s not about idiotic creativity and self-expression that people preach. It’s a pure search for the new essence of men’s style.

Mr. St. Daniel is just bored with what is there on offer and he needs something brand new, empowering, eye-catching and beautiful at the same time.

To conclude the introductory let me show you a fan made video of Madonna’s song “Nobody Knows Me” reviewing her ever changing style for the past years. This woman has shaped the modern day culture greater than anyone and this song has exceptionally strong and ambiguous lyrics. “No one’s telling me how to live my life but it’s a setup and I’m just fed up” – that is exactly the way I feel right now.



“This world is not so kind, people trap your mind, it’s so hard to find, someone to admire”. As I feel that the world is missing new upcoming male role models that you could actually admire for what they stand for. There’s no one to get the inspiration from. There should be someone big, like Michael Jackson in the 80’s who shaped the era. But at the moment there’s no one in there.

Noughties are over and now it’s time to find a new style defining the new decade. Let’s join St.Daniel on the search for a new way of being.

Best of luck,

St.Daniel