Digital influencer has become a buzz term within the fashion industry of late, with ordinary people becoming seemingly more powerful than traditional celebrities in regards to promoting a product. MWB takes a look at five established and up-and-coming menswear influencers, all of whom have the power to attract thousands of social media ‘likes’ within minutes.
Steve Booker www.stevebooker.co.uk
London based blogger Steve Booker launched his eponymous blog to showcase his love of fashion, design, photography, technology, people and the odd cup of expertly brewed coffee. With just under 200,000 subscribers on his YouTube channel, Booker is known for his well put-together outfits and creating wearable looks for the everyday guy. With travel diaries, as well as interviews with fellow YouTube creatives such as Will Darbyshire, exploring coffee shops the world over and monthly favourites, Booker has become a trusted voice with his legion of fans, especially in terms of music as he regularly shares his personal playlists for his readers to enjoy. Past collaborations have seen this digital influencer work with the likes of Barbour, Pandora, Boss Orange Watches and American Express.
Raja Sapra www.iamsapra.co.uk
From a young age, Raja Sapra – the man behind I Am Sapra – has shown a strong flair for creativity, culture and fashion, leading to the organic transition of starting a blog. Expressing himself through his choice of clothes and style, Sapra lives by the motto of “do it with passion or not at all” – something that can be seen running throughout his popular menswear site. Currently studying economics at university, Sapra has partnered with established brands such as H&M and Duchamp London, and was elected at 16 as one of the youngest ambassadors for the organisation City Sikhs – the UK’s largest platform of Sikhs. Blending his traditional dress such as the turban with sharp tailoring and streetwear essentials, Sapra is fast becoming a face to watch on both a creative and business level.
David Evans www.greyfoxblog.com
David Evans is the man behind Grey Fox Blog, one of the most successful menswear blogs in the UK, whose profession away from the web was a teacher, and prior to that, a lawyer. After feeling a distinct lack of inspiration in terms of deciding what to wear as he entered middle age, Evans created a lighthearted view on dressing for the older man. It was after a five-page interview in the Times Magazine on a Saturday with Polly Vernon that Grey Fox started to really see traction. With a global audience, Evans posts up to five times a week showcasing his personal style – which has been described as quintessentially British – and has worked with brands such as Mr Porter, Private White VC, Hackett, Loake, Pantherella, Cheaney, Johnston’s of Elgin and Jigsaw to name a few.
Carl Thompson www.carlthompson.co.uk
Founder of premium menswear label Hawkins & Shepherd which launched back in August 2013, Carl Thompson is certainly one to watch among online influencers. Working with brands such as ASOS, Topman, House of Fraser, Bluemint, Chester Barrie, Huntsman, Ralph Lauren and many more, Thompson has become a welcome addition to the menswear blogging scene with his smart approach to dressing. With tailoring being his key focus, the site creates the ideal destination for men looking for stylish workwear outfit ideas. Growing into a fully fledged lifestyle blog, spanning fashion, fitness, grooming, travel and interiors, Thompson has developed a strong social media following, including a growing YouTube channel which captures the audience with his warm, chatty approach to vlogging.
Joey London www.joeylondon.co.uk
With an Instagram following of over 36,000 followers and growing daily, it’s fair to say Tottenham born menswear blogger Joey London personifies the term digital influencer. Through his blog and social media channels – which have a combined following of over 70,000, Joey shares his love of fashion, travel, fitness and grooming. Originally beginning his creative journey on YouTube, Joey has perfected his personable tone of voice to inspire a younger, more trend-focused audience. Teaming up with brands such as Topman, TU for Sainsbury’s, HP, New Look and River Island, this blogger has mastered the art of creating stylish outfit inspiration on a modest income. It’s fair to say Joey London is one to watch over the next 12 months.