The discerning man is a collection of stories, inspirations, and ambitions.
He is himself, his kin, his friends, his expressions, his style, his doings.
The discerning man is the sum of all his parts and to think otherwise is to undermine him.
In a digital world with information overload, the discerning man often struggles to navigate the abundant choices offered to him in a very short space of time.
With mass-market products on the one hand, and high-end goods that often feel too extravagant on the other, he is looking for an alternative that would provide him with affordable luxury items that do not compromise on quality.
The discerning man buys with purpose, questioning the impact of his actions on the individual, social and natural environments. In spite of his noble intentions, the choices found within his available time are often limited or overpriced.
Individuality is the single most important pillar of the discerning man.
He likes to be distinctive and refined in his style and etiquette. The discerning man displays a confident style, without being arrogant. He takes pride in his appearance. His style is classic with a contemporary twist, often reflected in the details and accessories.
The discerning man embraces the resurgence of the modern gentleman figure and aspires to be as sophisticated, stylish and distinguished. He knows that looking good is the first step in feeling good.
He handpicks with care what he wears and the objects he surrounds himself with, preferring goods that are of quality and have a story behind them as they create the perfect conversation starter. He is committed to finding accessories and gifts that are not ubiquitous, supporting local, emerging designers whom he can proudly showcase and promote.
He takes an interest in where and how the products are made and uses them to project his style and individuality to the world, but also his concern for social and environmental causes.