Danny Lomas talks personal style, British subcultures and investment buys
Presenter, model and YouTube personality Danny Lomas is one of Instagram's best-dressed guys. Riffing on the mod scene, his style is embedded in a sense of Britishness. Here he sits down with the Gentleman's Journal to discuss his personal style and why he loves golf gear
Words: Zak Maoui
Yorkshire-born Danny Lomas first came onto the scene as part of the PAQ gang in the mid 2010s. Dominating YouTube back then, the trio (also made up of Elias Riadi, Dexter Black and Shaquille Keith) were the go-to authority on new drops across streetwear, and well anything fashion-related. But PAQ disbanded in 2019, and since Lomas has been going it alone, carving out his own name in the fashion industry and beyond.
Now heading up hispodcast Dansplaining, whereby he interviews tonnes of people in the know about the menswear 'scape, 27-year-old Lomas is a regular at fashion week, as well as down at any Soho pub where you'll catch him with a Silk Cut Purple cigarette in hand, looking effortlessly cool.
His style is unique too. He's worked with the likes of Ralph Lauren, Gucci and British designer Nigel Cabourn. He was one of the first guys to flaunt his curated style on Instagram, and he's got a hefty following that he can boast about. Rather than follow trends, he's built a wardrobe that is indebted to the British subcultures of yesteryear, the 60s, 70s & 80s in particular, and you might (likely will) find him wearing a pair of second-hand front-pleated slacks found in a vintage bin with a pair of Our Legacy Camion boots and a Fred Perry polo shirt.
The Gentleman's Journal sat down with Lomas to discuss what goes into his look...
Danny, what're some wardrobe rules you live by?
You've got have good socks. I always go to Uniqlo and buy three pairs of white, three pairs of black and three pairs of red once every three months, as you've got to have fresh ones. Secondly, a good pair of trousers makes an outfit. I think trousers are probably the most important part of any outfit. And lastly, you need a pair of nice, smart shoes that you can wear to any occasion. I've worn the Our Legacy Camion boots pretty much everyday for two and a half years, and I didn't think I'd ever be a boot guy. But you can wear them for any occasion.
How would you describe your style?
I've always said it's old school British, but not in the traditional sense of 'oh here's me in a suit.' But more in the sense of being subculture related, as I've dipped my toes into basically every one. My aunt and uncle were punks and my mum was a mod, so that's likely what gave me my style across getting dressed and music. I have an appreciation of everything. Also growing up in the north where football is very popular, so my style taps those good jackets and nice shoes worn by football fans. Indie Sleaze was never really my thing, but I do love a band tee.
Has your style changed over the years?
I never look back and really cringe, but I'd say I've become more of a hoarder as I've grown up. I find it hard to get rid of things of sentimental value. I wouldn't say my style has changed too much. I have two wardrobes and when I want to make room in my main one, I'll put it into one next to it, which I never use. Then I'll occasionally go back to it and think 'oh this is sick.' I've found with a lot of my clothes that I might hate a T-shirt, and then a few years later will find the perfect trousers for that T-shirt and the outfit comes together. It's like a weird jigsaw puzzle, and that's what my style is becoming.
What is the best thing that you've worn recently?
I've been buying a lot of golf gear lately. I had a bit of a trend prediction at the start of the year, which is kind of coming true, and that was that more Dri-Fit clothing would be coming into mainstream, norm wear. So rather than just that Blokecore thing, where people wear football shirts for everyday, I think there will be more Dri-fit polo shirts and golfing wear on the streets. Accidentally I've gone to the pub a few times in my spikes, nice trousers, a polo shirt and a jumper. It felt a bit Blokecore but one up, and more about techwear. Athleisure but more technical. My most recent purchase was a Tiger Woods mock neck polo. I play enough gold at the moment where I can sneak it into my everyday wardrobe with the excuse of I've just played golf.
What do you regret?
I said I don't cringe, but sometimes I do. I have this Union Jack blazer, which I've never actually worn. It's like one that Rod Stewart wears, but I'm perhaps waiting for the right trousers.
What's your best investment piece?
My Our Legacy Camion boots. I bought them two and a half years ago, and I just got them repaired, as I wear them everyday. When I buy stuff, and don't get me wrong I'm still a sales shopper, I do buy pieces that I know will last forever. Our Legacy is great as it's easy and non-branded. I wear quite a bit of Comme des Garçons. I buy pieces that my younger self would've dreamed of owner, but the understated versions.
Do you buy a lot of vintage?
Not so much vintage, but I do look for secondhand. I will go on Vinted and Depop to see what I can find, before buying new. For example the Tiger Woods polo shirt I mentioned was from Vinted and I got it for £30, whereas new golf shirts are upwards of £70. If I know I'm after something in particular I'll check those apps to see what cool stuff I can find.
Do you have any style icons?
Not really, no. I have people I admire, but there's no one I really look up to. My look is a hybrid of different cultures. To be honest I don't really think I dress that well! I like the way Raven Smith dresses. It's a hybrid mismatch of styles. Like sports shorts and shirts. I also think Nigel Cabourn always looks the part.
Do you collect any accessories?
I have a Dunhill rollagas lighter, which I was given at the show a few years ago and I do love, even though they got my initials wrong (DM instead of DL). I always wear a gold chain that I've worn since I was about 18 years old, and I have a black dial crocodile strap Cartier Tank, but to be honest I find myself wearing an Apple Watch a lot. I love shit tech, and think I bought this at Duty Free a few years ago.
What is good style to you?
Clothes that you can wear throughout the day. I used to say clothes you can wear to the pub, but also meet the Queen in, but you can't do that now. So maybe easy clothes that are transitional and allow spontaneity throughout the day, for instance go see your nan, but then see your mates at the pub. Nothing too fashion or daft, but solid outfits.
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