MEN IN THIS TOWN WHO IN­SPIRE US

GQ (Australia) - - SOURCE -

WE CHAT TO LEAD­ING LOCAL STREET-STYLE PHO­TOG­RA­PHER, PUB­LISHER AND GEN­ERAL OVERACHIEVER, GIUSEPPE SAN­TA­MARIA, ABOUT FIND­ING PER­SONAL MAGIC AND HIS EX­PAN­SION INTO RE­TAIL.

Not set­tled as a mag­a­zine de­signer, it was in 2010 that San­ta­maria was drawn to pho­to­graph­i­cally doc­u­ment­ing what he saw around him – specif­i­cally, the ex­cit­ing sar­to­rial moves Aus­tralian men were fi­nally mak­ing. His Men In This Town blog struck a chord, find­ing im­me­di­ate recog­ni­tion and a firm au­di­ence. Half a mil­lion fol­low­ers and sev­eral book deals later, the 30-year-old is fur­ther ex­tend­ing the brand by pro­duc­ing pe­ri­odic mag­a­zines, host­ing stu­dio talks and record­ing ac­com­pa­ny­ing pod­casts while also shoot­ing com­mer­cial cam­paigns and eye­ing off a new Sydney re­tail space. In­cred­i­bly, he also man­aged to find five min­utes in his di­ary for us.

GQ: What are you try­ing to cap­ture with your photography? Giuseppe San­ta­maria:

I guess it’s in­di­vid­u­al­ity – I look at peo­ple who have a cer­tain sense of con­fi­dence; con­fi­dence in what they’re wear­ing but also in them­selves. Be­cause in my eyes, con­fi­dence is what makes some­one stylish.

GQ: De­scribe your own per­sonal style. GS:

I’m drawn to Ja­panese style – things that are re­laxed, a lit­tle baggy and com­fort­able. But I’m not some­one who nec­es­sar­ily puts style first, in fact, I’d say I’m still dis­cov­er­ing my style… It’s the rea­son I started the blog in the first place, to see what other guys were do­ing.

GQ: You men­tion Japan – a place of tremen­dous in­spi­ra­tion for men’s fash­ion. GS:

I love it there – Tokyo specif­i­cally. Around ev­ery cor­ner is some­one to pho­to­graph, and they’re all so in­di­vid­ual.

GQ: It goes back to that con­fi­dence and peo­ple em­brac­ing in­di­vid­u­al­ity – which makes your new work for LYNX and its ‘Find Your Magic’ cam­paign a good fit. You shot some of the in­flu­encers for this – tat­tooist Gior­gia Mae, hair­styl­ist Jules Tognini and chef Nathan Sasi. And you’ll stock the ac­ces­sories each made in your new re­tail space, The MITT Mrkt, that’s about to open. That must be ex­cit­ing. GS:

Yes, it is. It’s a lit­tle nerve-rack­ing but I have a great busi­ness part­ner who has strong re­tail ex­pe­ri­ence.

GQ: We heard you once worked an ice-cream store – surely that counts as ex­pe­ri­ence?

[laughs] Yes I did, and a book­store too.

GS: GQ: We love the hipster spell­ing of The MITT Mrkt – talk us though the con­cept. GS:

The space will be fit­ted out as an ideal man’s apart­ment – just ev­ery­thing will be for sale: the couches, the clothes, ev­ery­thing. And it will also be a work­ing space – we’ll have an in-house de­signer and po­ten­tially a small stu­dio. And I’ll try to doc­u­ment the cus­tomers who come in – take a photo and see if they want to sit down and tell me their story and then get those sto­ries out via the var­i­ous MITT av­enues.

GQ: Is there an end goal with all that you do? GS:

If things can stay how they are now – so, pro­duce two is­sues of the MITT mag­a­zine a year, and a book ev­ery cou­ple of years. I like what [pho­tog­ra­pher] Bill Cunningham does for The New York Times – so if I could have my blog and the ex­ten­sions, and do that the rest of my life, I’d be more than happy. The MITT Mrkt is ex­pected to open in this month; meninthis­town.com; lynx­ex­pres­sion.com

THE LYNX ‘FIND YOUR MAGIC’ AC­CES­SORY COL­LEC­TIONS ARE NOW AVAIL­ABLE AT MENINTHIS­TOWN.COM

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