For you, is blogging a profession or a passion project?
To be honest, it’s a bit of both. The blog started out as an ode to the amazing style of Pitti Uomo [a bi-annual men’s fashion trade show held in Florence], which I had always dreamt of attending. Two years on, it has become somewhat of a profession thanks to the popularity it has gained, and the strong social following on Instagram and Facebook. Thanks to the blog, I’ve attended Pitti Uomo seven times and counting now. I love everything about Pitti, from the different materials, colours and patterns on show, to the true Italian style and craftsmanship. At first, I’d gain inspiration for my own outfits and for details that I could add to a look. Now, it provides me with the platform to network with the right people and brands. And hey, who doesn’t love Florence? The social media scene was dominated by female bloggers and there was a stigma about men who were confident with fashion – I set out to change this. I wanted to be able to inspire gentlemen the world over. These days, SMF covers a number of topics including fashion, travel, grooming, gadgets and cars. Yes, if you can throw your business hat on and think in an entrepreneurial way. But it does fluctuate a lot, especially in our region where you have some very quiet months during the middle of the year. These days, I tend to lock brands down with long-term projects, as it’s beneficial for both parties. Tumi was actually the first brand I got to represent as an ambassador and it was a great fit, seeing as I travel so much. The brand approached me with the privilege of being their first UAE brand ambassador and seeing as it’s probably the most premium luxury travel accessory brand in the market, it was kind of a no-brainer. Ever since I was a kid I have always had an infatuation with watches, and I know this sounds biased, but I’ve always had a thing for IWC. Through this association, I’ve got to visit the IWC factory, I’ve attended the SIHH watch fair and the Dubai International Film Festival as a VIP guest and did a bunch of print features. I’d say it’s my greatest achievement on the blog to date. SMF targets a very specific audience: businessmen who love suits and travel and it has maintained high-quality content over the years, which keeps them interested.