Blogger Spotlight: David Evans, Grey Fox Blog

In a bid to fill a vital gap in the market – a menswear blog aimed at older men (40 and above) – David Evans created Grey Fox in 2011. Grey Fox proves that older men can pull off a variety of fashionable looks – both casual and formal, while promoting British brand and manufacturers, such as Kempadoo Millar, Johnstons of Elgin and Farlows. In this spotlight, David Evans chats to us about why he cares more about style than fashion, self-confidence and ageism. 

What inspired you to blog? I wanted to blog simply because I wanted to write. The topic, my search for style as an older man, was a chance selection. I had no background in fashion or menswear, but soon found I’d walked unknown into a real hole in the blogosphere. When I started no older men were blogging about style in this way. The blog received some unexpected but very welcome attention so I kept going – and here I am over five years later!

Was it easy coming up with the name for your blog? Yes. A neighbour kindly described me as a silver fox and I adopted the name a little to Grey Fox.

Which blogs do you read on a daily basis? I’m ashamed to say I don’t read any blogs on such a regular basis. I check in with some of the leading blogs when I can, but I find myself so busy I don’t do it as often as I’d like. I follow many of the increasing numbers of older male bloggers on Instagram including @welldresseddad, @mrjhackett, and @theurbanhippieswe I also follow @fashionfoisgras (as a leading woman blogger), @advancedstyle and @thatsnotmyage

Which photographer(s) do you work with? I’ve worked a lot with Jonathan Daniel Pryce (@GarconJon), Nick Maroudias, Paul Harries and others less frequently. The best photographers can get incredible results and if you find a good one, hang on to him or her if you can!

What does fashion mean to you? I’m less interested in fashion than style. To me, fashion is imposed by brands and designers while style is an individual expression of personality and taste. Fashion and style don’t always go together. For the older man and woman style is easier to achieve as it tends to be more classic – following fashion slavishly can make it look as if you’re trying too hard to cling onto youth. The older person’s self-confidence makes it less necessary to copy others, as happens in fashion.

Which are your favourite brands? I love many of the brands that create products here in the UK, such as Private White VC, Savile Row tailors such as Dege & Skinner, New & Lingwood, knitwear brands like Johnstons of Elgin. It’s hard to select as I tend to shop around for what I like and have a fairly eclectic collection so no one brand stands out. It also depends on what brands I’m working with, although I’d never wear anything I don’t like.

Have you been able to build a relationship with them and how did you go about this? An interesting question. I’ve been very lucky with the brands I’ve been able to work with. Frustratingly there are many out there I’d like to work with, but they seem reluctant to return my enthusiasm. My concern is that there is an unwillingness to work with an older blogger. If this is the case brands are turning their backs on the most affluent members of our society. Nearly half of all consumer spending is by those over 50 years of age.

Brands who want to succeed need to forget ageism and see the older market as not only cool, but full of potential. This simply means not just using models and bloggers in their early twenties in their campaigns, but adding in some older men too. It’s not rocket science. My blog reaches out to that older market (75% of its followers are over 35) and I like to work with brands that want to do the same.

What’s the biggest campaign you’ve ever been part of? I’ve just completed a collaboration with Investec Bank who appointed me as one of their style/fashion consultants for The Investec Derby. I made several videos with some favourite brands and we had a great time. I’ve done other smaller collaborations on Instagram and on the blog. I feel bigger and better is still to come as brands recognise the potential of the market I reach out to.

Do you approach brands for collaborations? I do, although maybe not as often as I should. My primary aim isn’t to make the blog commercial and such arrangements are, for me, ways to keep blog costs under control. My comments above about the reluctance of brands to engage when I do approach them is a frustration, but I am hopeful that as they see the commercial potential of the older market, and as Grey Fox gets bigger, this will change.

How important is social media for your blog? Vital. I sometimes wonder if I would write a blog if I started now. Instagram is such a powerful medium. Engagement with followers is improving all the time and, with the visual nature of style and fashion, it provides the perfect setting for showing products and style tastes and inspiration. I also use Twitter when a comment is required. I’m less engaged with Facebook and have yet to fully explore video media.

Which fashion designers do you admire? I’ve mentioned some favourite bloggers above. I don’t feel individual designers have quite the impact in menswear that they do in womenswear. However, Oliver Spencer, Nick Ashley (at Private WhiteVC) and Timothy Everest stand out. Although not strictly a designer, I really admire what Patrick Grant is doing to encourage British manufacture and also to explore new directions for classic British menswear at Community Clothing Co and E Tautz.

Where do you see yourself 5 years from now in relation to your blog? Any personal goals? I hope to see brands engaging more powerfully with the fast-growing and affluent older market through my blog. I’ve no particular goals commercially. I will continue to support British manufacture and new brands in particular. I can’t decide whether to explore video – it just needs time and application. I’d love to influence a menswear collection. I also need to redesign the blog which is looking a bit long in the tooth!

If I can inspire British men, in particular, to not give up sartorially as they age and to lead the world in style and dapperness, I will be a very happy blogger.

What advice do you have for aspiring men’s fashion bloggers? Find a new angle – when you start out you are a small fish in a big sea. Be passionate about what you do. Be clear about your own sense of style and taste and let your followers see that. They are looking for inspiration and expect you to provide it. Be prepared to work hard and long on several social media. Make contacts by networking with other bloggers, brands and PR agencies. Be clear about your expectations from brands, but be sure that you can give deliver in return. If you have to become commercial, be aware that you risk watering down your blog content – define and retain its unique focus to truly succeed.