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Style Hero: Danny Lomas

Style Hero: Danny Lomas

A Yorkshire lad with an easy charm and a penchant for sharp suits and punk style, Danny Lomas cuts a fine figure at odds with the streetwear-crazed, tracksuits-and-trainers-heavy aesthetic of fashion today. Like a breath of fresh air, he arrived at our GQ Heroes event clad in a very dapper Gucci suit, the picture of sophistication. A core member of PAQ, a YouTube collective of young men hailed as ‘Top Gear for clothes’, Lomas takes an inclusive, experimental approach to fashion. Along with his peers, Lomas styles big names on the scene, test-drives the season’s hyped pieces and examines how fashion and style plug into larger issues like mental health and gender. Importantly for us, Lomas is a style hero. At a time when youth culture has reclaimed and reimagined sportswear as a high-fashion statement, Lomas is a going against the grain and championing retro tailoring and the magic of bespoke. Without the stuffy pretention or prescriptive dress codes that are often associated with formal menswear, he’s lighting the way for a fresh approach to classic style that appeals to the modern man. Not all heroes wear capes. They wear Gucci.

Danny Lomas wearing a pair of Gucci trousers, a white Gucci shirt with an emboridered collar, brown leather and GG canvas Gucci loafers and a pair of cat eye Saint Laurent sunglasses
Danny Lomas wearing a pair of Gucci trousers, a white Gucci shirt with an emboridered collar, brown leather and GG canvas Gucci loafers and a pair of cat eye Saint Laurent sunglasses


In a nutshell, tell us where you’re from and what you do.

I’m Danny Lomas, a 21 year-old lad from Yorkshire living in London as one quarter of PAQ, a YouTube fashion show.

Growing up, who was your hero and why?

Growing up, I never really looked up to anyone or had an idol. I looked more to subcultures and movements to inspire my music and style. My family is full of mods and punks, so I naturally gravitated towards them.We know you love a bit of old-school cool – what inspired your interest?
I think my old-school interests have always come from music primarily. Seeing my mum’s album sleeves probably played a big part in it. I remember, Mum had albums from when she was a teen, including some rare ones that a seven year-old me scribbled ‘Dan’s record’ on in crude writing. It definitely stemmed from that!

Danny Lomas sat on a white metal garden chair in an English country garden wearing a pair of Gucci trousers, a white Gucci shirt with an emboridered collar and a navy Gucci tie
Danny Lomas sat on a white metal garden chair in an English country garden wearing a pair of Gucci trousers, a white Gucci shirt with an emboridered collar and a navy Gucci tie


Not all heroes wear capes – what’s the most heroic thing you’ve ever done?

One springs to mind. We were on a camping trip about 10 years ago, and me and a friend went for a wander down to the local beach. My mate got stuck in quicksand and I managed to pull him out. He was probably only up to his shins and wasn’t in any real danger, but as kids it seemed like I’d saved his life . . . kids love to exaggerate, don’t they?

If you had a time-travelling super-power, which decade would you travel back to and why?

Obviously I’d say the sixties, but I reckon the eighties would be a good laugh. You know what, I’d even say the noughties. I lived through it as a young lad but would love to go back and experience it all again with an actual appreciation for it. Never thought I’d hear myself say that!

Danny Lomas wearing a white Gucci shirt with a Gucci all-over ambroidered GG blazer in navy and white, navy Gucci track pants with a white Gucci stripe and logo, red socks and backless black leather Gucci mules
Danny Lomas wearing a white Gucci shirt with a Gucci all-over ambroidered GG blazer in navy and white, navy Gucci track pants with a white Gucci stripe and logo, red socks and backless black leather Gucci mules


What’s the most exciting thing about fashion today?

It’s definitely the techniques. We’re at a time when people are pushing more for sustainability and there are new techniques coming out all the time. Someone said to me recently that sustainability is this generation’s ‘punk’, a movement that is a rebellion against the previous generation. We’re trying to reverse the effects that were left by our elders, and I find that pretty bloody exciting.

Is encouraging young men to be more experimental with their style important?

I think experimenting with style is definitely an important choice. Once you find your style it’s a good feeling because it’s one less thing to worry about. You can really knuckle down and hone in on what you find cool, instead of getting sucked in to an endless hole of fast fashion and the latest fads.

Danny Lomas sat on a stool wearing a white Gucci shirt with a Gucci all-over ambroidered GG blazer in navy and white, navy Gucci track pants with a white Gucci stripe and logo, red socks and backless black leather Gucci mules
Danny Lomas sat on a stool wearing a white Gucci shirt with a Gucci all-over ambroidered GG blazer in navy and white, navy Gucci track pants with a white Gucci stripe and logo, red socks and backless black leather Gucci mules


What advice would you give men trying to carve out their own personal style?

Keep an open mind. Find your style but be appreciative of others. Everyone dresses for different reasons and who knows, you might think you’ve found a style, but then something else may come along that you prefer. If you shut yourself off from everything you’ll never really, fully grow your own style.



QUICKFIRE ROUND:

If you could only eat one meal for the rest of our life, what would it be?

Mum's Sunday roast.

Biggest lie you ever told?

Nothing major off the top of my head, probably just how much I spend on clothes and food to my parents

Favourite place on earth?

Florence and Rome

Best advice anyone has ever given you?

Always leave them wanting mo...

Photography: Matthew Brann, Words: Florence Trott