Menswear Style Podcast

In this episode of the Menswear Style Podcast, we sit down with Guy Blaskey, Founder of Detrash — a brand on a mission to shake up the watch industry.
After selling his first business in 2023, Guy took a step back to explore his long-standing passion for watches. What he discovered surprised him: while most industries are moving toward sustainability and purpose, the watch world has largely stood still. Outside of ultra-expensive, often inaccessible pieces — some reaching over £1 million — innovation and ethical thinking seemed noticeably absent.
Detrash was born to challenge that.
More than just a watch brand, Detrash is a passion project rooted in the belief that business can be a force for good. As the first European watch company to join 1% for the Planet, Detrash commits at least 1% of every sale — not just profit — to environmental causes, currently supporting Surfers Against Sewage.
Guy shares how the brand is championing alternative materials, from #tide recycled ocean plastic and 80% recycled steel to fashion industry offcuts, proving that sustainability doesn’t mean compromising on design. At its core, Detrash aims to redefine value — showing that “trash” can be transformed into something truly beautiful.
Because, as Guy puts it: what’s the point of recycling if we don’t value what’s made from it?

In this episode, Peter sits down with Freddie Sheridan, founder of YCODE — the British skincare brand redefining men’s grooming through cutting-edge marine biotechnology.
Built specifically for male biology, YCODE isn’t just another men’s range wrapped in masculine packaging. After five years of research into the unique structure of men’s skin — thicker, oilier, collagen-dense and biologically distinct from women’s — Freddie developed a performance-driven, three-step system powered by microalgae.
At the heart of YCODE’s From Sea to Cell technology is Chlorella Vulgaris, a sustainably cultivated microalgae sourced from Iceland and refined in Barcelona. Remarkably, this bioactive ingredient can “read” the skin in real time — adapting to factors like climate, stress, age and lifestyle to deliver precisely what the skin needs, when it needs it.
We discuss:
The science behind microalgae’s adaptive intelligence
How YCODE’s award-winning Advanced Eye Serum, Hydrating Serum and Mattifying Moisturiser work together in a one-minute routine
The link between skincare, confidence and performance
Freddie’s journey from designing luxury retail spaces for global beauty giants to launching a science-backed brand from scratch
Freddie also shares how skincare became a tool for self-belief in his own life, and why feeling “understood” is central to the brand’s mission.
If you’re interested in high-performance skincare, biotechnology, sustainable innovation, or the evolving landscape of modern masculinity, this is a conversation you won’t want to miss.

One of the world’s most famous fashion designers Giorgio Armani has died at the age of 91. Also a renowned businessman, the pioneering Italian designer was credited with reimagining men’s and women’s suits for a modern audience. He dressed some of the biggest stars in music and Hollywood and his company Armani expanded into beauty, fragrance, music, sport and luxury hotels.
Menswear Style's host Peter Brooker and Coventry University fashion expert Rebecca Ryder-Caddy discuss what made Giorgio Armani’s designs so successful, his most famous outfits, how he changed the fashion industry, and his enduring legacy.

Myrqvist's journey began in 2016, starting small — like most things do — but with a clear vision: to craft high-quality footwear with a timeless design at a fair price. A product designed to stand the test of time and trends alike.
How do they balance top-tier craftsmanship with a modest price point? At Myrqvist, they take pride in their dedication to quality. While all design work happens at their Stockholm headquarters, their shoes are expertly crafted by skilled artisans in Portugal, with whom they’ve built long-standing relationships. Rather than inflating prices with hefty margins, they focus on keeping costs aligned with the craftsmanship that goes into each pair. The result? Premium footwear — without the premium price tag.
Scandinavian design, meticulous attention to detail, and the finest materials sourced from world-renowned tanneries are at the heart of Myrqvist. Thanks to this commitment, they were named Sweden’s fastest-growing footwear brand in 2020. While roots remain deeply Scandinavian, Myrqvist shoes are now worn across continents, making their mark far beyond Sweden.
But growth hasn’t just been geographic. The first shoe model, the Äppelviken Oxford, laid the foundation for their collection. While they continue to offer classic formal shoes, their range has expanded to include sneakers, boots, sandals, and accessories — each embodying timeless design and a commitment to longevity. Together, they define Myrqvist: premium footwear without the premium price tag.

Belgravia stylist Adem Oygur’s journey began in a small town east of Istanbul, where he spent his childhood on his family’s hazelnut farm. Much of his time was spent planting, nurturing and harvesting hazel trees, although his true dream lay in hairstyling. At just 14, Adem made the bold decision to move to Istanbul, where he began his career as a barber.
Over the next 15 years, Adem forged a remarkable career in London’s busy hairdressing world, working backstage at fashion shows to create runway-ready looks under pressure. His practical, wearable cuts earned him a stellar reputation, combining artistry with effortless functionality tailored to each client’s unique features and lifestyle.
Today, Adem is permanently based in London, where his Belgravia salon has become a destination for discerning clients from Europe and beyond. His star-studded clientele includes tennis icon Roger Federer and royalty from Saudi Arabia, Qatar and Bahrain.
Known for his ability to instantly understand and transform a client’s hair, Adem pairs his sharp instincts with meticulous attention to detail and an unwavering commitment to excellence. The salon itself is a serene haven, with towering plants lending it the feel of a “living salon.” Among its standout offerings is a men’s head spa, designed to rejuvenate the scalp while offering a luxurious and calming experience.
Central to Adem’s philosophy is his organic product range, Adem London, which revolves around the extraordinary properties of hazelnut oil, harvested from his family’s 150-acre farm in Divaniturk. Cold-pressed from 2.5kg of hazelnuts per litre, the oil is processed in the UK to create salon-standard hair and skincare products that are as sustainable as they are effective. His future plans include planting over 10 million new trees within the next five years.
In 2018, Adem’s exceptional talent was recognised on the global stage when he became a finalist at the International Hairdressing Awards, a prestigious celebration of creativity and skill. That same year, he won the L’Oréal Colour Trophy in the Afro hair category, cementing his place among the industry’s elite stylists.
From his humble beginnings on a hazelnut farm to styling some of the world’s most prominent figures, Adem Oygur’s story is one of passion, creativity and staying true to his roots. His Belgravia salon is more than a space for expert hairdressing – it’s a celebration of natural beauty, thoughtful craftsmanship and sustainable innovation.
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