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.

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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.

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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.

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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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Barnfield Customs is a new brand not only capturing a passion for product, but with a drive to establish itself as a premium ‘maker’ within the UK market through founder Mark Warman.

The brainchild of graphic designer and agency owner Mark, and based in Nottinghamshire, Barnfield Customs came to life in 2023 with a primary focus on designing and making premium overcoats and jackets to the highest standard. Garments that are timeless, abundant in finer detailing and in quality.

Each Barnfield coat is made to order with Mark running one-on-one calls with each of his customers to confirm sizing and fit. Growing up in Bahrain, Mark returned to the UK to attend art school in Nottingham before finishing a degree in Design Technology at Nottingham Trent University. Starting his career as a graphic designer, he set up his own marketing agency in 2007.

The founder has already enjoyed an element of success via the sale of his first jacket, the Lawrence, which sold out in 36 hours. The next step will be the introduction of a luxury heavyweight peacoat, the Hampden. Handmade to order and constructed from premium British made 100% wool melton and cut to a traditional slim fit, the coat will be priced at £1595 with order books opening in December this year.

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The story of Les Deux began in Copenhagen in 2011 when two seemingly opposite worlds collided. A law student from the suburbs crossed paths with a creative soul with international roots at a city bar. Their conversation sparked over a T-shirt: a plain white piece, adorned with military patches sewn by hand.

Despite their contrasting backgrounds - preppy meets urban, entrepreneur meets creative - they shared a vision: to create a menswear brand inspired by their differences. That simple T-shirt became the starting point for a bold dream: to merge preppy and urban styles, foster inclusivity, and make a positive impact on people’s lives worldwide.

Since that fateful meeting, Les Deux has grown from a modest apartment-run business into an international brand with a team of 100. Through it all, one principle has guided them: when people from different walks of life come together, incredible things happen. This belief shapes everything they do.

Inspiration comes from people - diverse communities that embrace everyone and moments of connection where strangers lift each other up. From tight-knit basketball teams in Paris to everyday acts of kindness, they find creativity in the passion, resilience, and heart.

Les Deux is a testament to the relationships they’ve built along the way. The collective energy of people working together has been essential to success and fuels their commitment to giving back. Community is at the core of who they are, and through a Legacy program, they strive to create opportunities for those who’ve been left behind.

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BeardGang Members (BGM) formulate premium products that are class-leading and healthy for their customers. Their goal is to work with the body's natural chemistry to ensure your hair and skin maintain balanced and healthy. 

BGM products gently cleanse, condition and nourish hair and skin. They avoid sulfates, silicones and other artificial ingredients to maintain harmony with the natural chemistry of the human body. They do this to maintain natural oils and to keep your hair and skin as healthy as possible.

Historically Hemp has been a taboo subject in the media, however with the legalization of Cannabis products in the US and recently the UK, sentiment has changed. Founder Adam White-Johnson has always been a strong advocate of Hemp due to the incredible healing properties the plant possesses. Now you can benefit from this magical oil which BGM have carefully blended with a selection of carrier and essential oils to provide maximum benefits for your hair and skin. 

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Sims Wear is a British menswear brand delivering elevated wardrobe essentials produced from the best wool and textiles in the British Isles. Dedicated to quality, and to creating timeless luxury that will stand the test of time, Sims Wear is built on three pillars; the best grade fibre, the best yarn spinner, and the best knitter. The materials used are also a trio of excellence; Supima Cotton, Nomadic Cashmere, and Merino Lambswool create a collection of style and comfort crafted to last. Pieces are made to outlive trends, and everything is done in the UK, from the fibre carding and spinning, through to knitting, weaving, cutting and sewing. The Sims Wear look is all about simple wardrobe builders, a classically British aesthetic with modern quiet elegance at its heart. Colour, cut and fabrication is key, where Margate Beach meets Marylebone via Scotland and the Yorkshire Dales. 

Founded by Rory Bennett and Billy Sims-Hilditch, the brand was born with a quest to find the perfect jumper. Billy chose a classic, super-soft navy blue cashmere crew-neck from a premium British retailer. It fit beautifully, felt great on, and went with everything. Sadly after only one year, the jumper had fallen apart at the seams. Having spent considerable amounts of time and money on the purchase, frustrated Billy set about researching what made a good jumper. This was when the Holy Trinity of knitwear, which is now intrinsic to Sims Wear, was identified, the best-in class fibre, yarn spinner and knitter. When these three are in place, something beautiful is created. The ever present chase for lower prices has meant that over the years, brands which were once associated with quality, sadly no longer live up to those standards. 

In a further move towards sustainability, there is a Repair and Recondition service for knitwear. This means that if any unfortunate accidents befall your jumper, you can send it back to the brand to be repaired. Whether it’s patches on the elbows, or simply a hole which can be darned, most issues if caught early enough can be fixed. In the process, jumpers will also be reconditioned by de-pilling it and washing it, making sure it’s returned in exceptional condition. 

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Disciplined, Dedicated and a Rationalist. Evren Ozka has long had a strategic eye for business, starting his professional career in textiles and manufacturing. At age 18, he ran his division at his family's textile companies for seven years before beginning Mallet London in partnership with Tommy Mallet. They realized a gap in the market - quality-designed shoes at an achievable price point, and the brand evolved from there. Evren is now Founder and Business Director of Mallet London and spends his time between London and Dubai. 

Mallet London has played a central role in blurring the lines between sportswear and luxury. Since its launch in 2015, there have been many significant milestones for Evren, all relative to the size and age of the journey. Standout moments for him include the brand's first wholesale order, which was from an independent luxury store, followed by getting stocked in Selfridges and Harrods, then Saks Fifth Avenue in New York and their most recent collaboration with Transport for London (TfL). 

Evren Ozka finds no better feeling than seeing people out and about wearing Mallet London. Since expanding to the Middle East, he has noticed an appetite for European brands in the region, especially those in the premium and luxury markets. With the ever-growing fashion scene where consumers take pride in their style, he believes that Mallet London’s unique designs will resonate with the people of the Middle East.

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With over two decades of combined experience in the world of watches, Danielle and Jonathan (a husband and wife team) share a deep passion for curating, creating, and connecting collectors and enthusiasts with timepieces from renowned watchmakers.

Helicon is a new dial name, launched this year by two industry veterans with more than twenty years experience in the business of selling and sourcing watches - at all price levels and from a multitude of makers - to and for collectors and enthusiasts around the world. Having been closely involved in conceptualising and developing many models, the Helicon team has built an extensive network of designers, historians, manufacturers and suppliers from the key watch centres of Switzerland, Germany, France and Japan. The help and advice of many of these long-standing friends and colleagues was called upon to ensure Helicon watches are ‘right’ from the very start – and they are confident that their quality and guaranteed rarity will ensure they appeal to collectors. Above all, however, Helicon want every owner to not only want to wear their watch every day, but feel confident in doing so without worry – ensuring a Helicon is a friend for life.

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