My London: Simon Spiteri – Founder of Anthem Store

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Simon Spiteri was a menswear fashion buyer for including Japan, Syria, the US and Mexico. Spiteri curates the product offering, saying of the brand’s approach, “our efforts to source goods from talented artisans who share our love of excellence are relentless.” We caught up with him for the latest in our Q&A series.

1. When did fashion/a sense of personal style first become important to you?

Probably at around 6 or 7 years old. A kid called Carl Gibson came into school with a pair of Lois bleached jeans, Pringle Argyle sweater and Adidas kicks. He looked amazing and I immediately recognised the power of dressing up and looking good. It took some time to get my first pair of trainers, Adidas set, better than kicks I think. The ‘80s football casual look started it all for me. It’s changed a bit over the years though.

2. Who is your style icon (living or dead)?

People like Yves Saint Laurent, Chanel, Frieda Kahlo, Diana Vreeland, friends and peers.

3. How would you describe London style?

An eclectic mix of everything – it always has been. Early adopters take snipers from other places and create something totally fresh and new. It’s very inspiring.

4. If you could live anywhere else in the world where would it be (and why)?

Somewhere in the country side where there is a great school for my kids. London sucks when a family comes along!

5. Limited to just a suitcase, which items from your wardrobe would you have to take with you?

I seriously cannot pack light. It’s a nightmare. But it really depends where I’m going and with who.

6. What are your most used grooming/beauty products?

I don’t really use much – Vaseline, women’s deodorant, Kiehl’s silk groom and Siberian Snow by D.S. and Durga.

7. When and where did you look your best?

Oh man, I’m so self-critical that that’s probably for my partner to answer.

8. Which is your favourite season of the year (and why)?

It has to be winter. I don’t mind the cold as it gives you a chance to layer up in many different ways. Plus I love a killer scarf.

9. Who in your own family most influenced your sense of style?

It’s kind of funny, but I really didn’t know where it came from until I found out that my granddad wasn’t actually my granddad. I met my biological granddad quite late on and he was a very natty dresser. He had hundreds of suits and shoes immaculately stored – it was quite something.

10. If life was a movie, which film would you most like to live in?

I just watched The Great Beauty, so the high life in Rome would be fun for a bit.

11. Which grooming or fashion mistakes most irk you in others?

I think that a lot of guys my age are stuck in the clothes they wore in their late ‘20s early ‘30s. It’s nicer to recognise that you are getting older and to dress accordingly, not like some overgrown teenager. It’s not that difficult.

12. Cat or dog?


13. What lesson would you pass on to younger people following in your shoes?

You seriously have to work so hard – it’s not enough to be talented alone. You need to work seriously hard for very little in the hope that someone somewhere might recognise something in you and give you break. Like any creative industry, it’s really so competitive it’s unbelievable. It’s harder now than ever before, a great work ethic and clear vision on the direction you want to take is a must. Also know your industry and other industries that affect your industry. Fashion, music, art, business are all interrelated and a curiosity for everything around you will help you stand out.

14. What motivates you in your career?

Fear of failure and providing a future for my family.

15. If you could trade looks with anyone who would that person be?

I came to terms with the way I look a long time ago, I’m happy with my face.

16. What category of clothing are you most drawn to/are most likely to overspend on?

Anything old, currently antique Japanese fabrics – I’m wearing them as scarves.

17.Which is your most treasured sense?


18.Name three elements of a perfect holiday

My partner, kids and food.

19. If you could change a single aspect of your appearance what would it be?

Nothing at all.

20. Your ideal lunch venue and guest

Eleanor Robinson, The Waverly Inn NYC for truffle mac and cheese.

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