For the longest time, I had absolutely no understanding or concept of fame as a whole, even having a dad who was in the limelight through playing football. Honestly, from nursery school at the time and maybe the start of pre-primary school, my reference to that was like, oh geez, my dad must have been a really popular kid at school. He just had lots of friends, all the time people were stopping us to say hi, and they always wanted him to write things. 

There is definitely a strategy but how do you make that as organic as possible? But I think over the years my strategy has been, firstly, to be myself as much as possible, but also to try and always be a step ahead or smarter than the system that whatever I do exists in. How do I always crack that code? And through that, how do I utilize my being to the best of my ability and benefit? Different ways I would do it, would be approaching brands and telling them where they lack as a brand, what they might need, how they would need that to be executed and how I would probably be the right person to do so.

I'm really, really into idioms and I pay careful attention to where they come from. Friends in school used to call me Google Maps because I'm the guy who knows those pointless facts. So you'll be like, "Oh cheers." And I'll be like, "Do you know where 'Cheers' comes from? So in the middle ages..." I'm that guy! Or "This is daylight robbery." "Oh, do you know where daylight robbery comes from? So in the middle ages, Victorian times.." - all that stuff comes out.

Being quite pedantic and obsessive-compulsive, For me, the habits and routines that I always try and stress are the more microcosmic, simple forms of things you do from the moment you wake up. Waking up and taking about five or ten minutes to just sit there and go through the day, if you need to maybe tap into what happened yesterday and how you want to then start off the new day. Making a cup of tea but if you've got time meditation actually make a massive difference in clearing your mind before you get going.

Something that I think people find strange if they come to my home - I say people but it's probably just my family - is that if I've had a hectic day, I need to re-earth by just lying on the ground. Just laying in the most flat level space that will bring me back to where I need to be. I need to be horizontal on the floor, not in a bed, none of that. I need to be on the floor because it allows me to have that point to reset.

I need to truly believe myself in what it is before I do it. So I remember the first time I wore one of my fez hats, which I wear quite often, I put it on, I looked in the mirror and I was like, "I believe you. I believe that this is a part of who you are." That's when I fell in love with them and I've got a whole bunch of them in different colours and I just love the presence that they bring.

Comfort, belief and not overthinking it. There's a certain intentionality, once again, but if I have to overthink it, then I know I'm trying too hard. So even when I buy any kind of piece, it actually needs to speak back to my wardrobe as to how I have anything else. Actually, you'd be surprised, I have a lot of stuff but I'm rarely the person that goes on a mission to shop and buy this and buy that.

It is so important for me, when it comes to thinking about who I'm going to work with, how I'm going to work with them and how I approach different clients and different brands that I engage with, it's so important for me to have my processes to consider whether or not I'm going to be doing anything with them and it also simplifies things for me.

Social media is especially tricky for people in the public eye. It's very easy to get cancelled over a simple comment online. Never say anything unless you wholeheartedly believe in what you are saying.

It's important for your personal brand to position yourself as an authority on a subject. This is why you have to be as authentic as possible with your brand, so there is no disconnect.