Paul Smith has 400 shops and outlets in 35 countries, 12 clothing lines, 400 million euros in yearly revenue, sales figures topping Chanel’s, partnerships with Evian, Apple, and Austin, as well as prestigious bicycle and race car brands. All that, and his popularity around the world is only growing. The secret of his success? A brilliant concept called “Maximizing Britishness” or “How to build a brand and an empire around English pop culture with a brilliant marketing strategy and an unrivalled sense of imagination.” Who is Paul Smith? How has he managed to get millions of men interested in fashion? How did this modest bloke from Nottingham become synonymous with elegance in men’s fashion?