The Terry Donovan Interview with Throwing Fits

Summary

Throwing Fits: The Terry Donovan Interview

Podcast Date: April 20, 2026

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Episode Overview

This playful and wide-ranging episode features Terry Donovan, Chief of Brand at Percival, in conversation with the Throwing Fits hosts. The crew dives deep into Terry’s personal journey from his scrappy UK upbringing to his current pivotal role in British menswear. Discussion spans fashion industry antics, the unique culture of Percival, wild stories from London's style scene, intercontinental collaborations, and the rich (and ridiculous) cultural exchange between the US and UK. All the while, the hosts keep things cheeky and irreverent—true to the Dirtbag Menswear™ spirit.

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Key Discussion Points & Insights

1. Fashion Origins & Personal Style (00:29 – 09:10)

• Terry’s Sartorial Backstory: Began working in fashion at age 14 ("Because apparently UK labor laws are still in their Dickensian era.").
• Barbour Jacket Saga (02:01 – 05:01): Terry describes a 2-year hunt for a vintage Barbour Spey jacket, finally bought for £175 after originally seeing it listed for £700. It arrived stinking inside a cornflakes box and had to be reclaimed (and cleaned) after accidentally being sent to a supplier’s archive.
  • “I opened it, and I could smell it before it came out. … It absolutely stunk. The wife came through the door and she went, what is that smell?” [04:00]
• Fit Check (05:23 – 10:31): Complete run-down of Terry’s look, blending vintage and contemporary. Notably:
  • Blundstone chisel toe boots (“the thinking man's Blundstone”), Percival mountain socks, vintage Levi’s 501s, Patagonia belt, Universal Works necklace, Percival sunglasses, and a Percival pajama top repurposed as a shirt.
  • Brief discussion of British traditions of gift-giving and the enduring power of personal narrative in selling clothes.

2. Branding, Content, and Percival’s DNA (14:45 – 23:59)

• What Does a Chief of Brand Do?: Terry’s role involves being a connector, fixer, and “shaman of brand”—overseeing collaborations, creative direction, PR strategies, and maintaining both aspiration and attainability.
  • “It’s about building a fucking cool brand world that people can connect with, both being aspirational and attainable at the same time.” [16:00]
• Content & Social Strategy (18:51 – 23:35): Discussion of front-facing founders (like Chris Gove) and the balance between being visible and focusing on the brand rather than personal fame. Terry’s PR background makes him comfortable off-camera but able to step up for the brand narrative when needed.

3. Learning from Failures & Brand Decisions (23:56 – 26:44)

• Collab/Content Mishaps: Terry shares a story of an overambitious, expensive comedic content series (“Percival: Watch Out”), green-lit while he was on holiday, which ended up being a financial flop with almost zero audience retention.
  • “There’s zero completion rate on any of these pieces of content.” [22:24]
  • “50 grand north of ... the content went out and it flopped. … It has currently 45 views.” [26:13]
• The importance of checks and balances within brand management—learning from expensive failures.

4. Collaborations, Relationships & The British Menswear Network (29:10 – 41:29)

• Brighton Hove Albion Collab (29:31 – 31:32): Explains how a casual podcast mention turned into a major Premier League collaboration, illustrating the power of authentic connections.
• Relationship with Chris Gove: No epic fallings-out, just "pushing each other's good buttons"—their long partnership is built on trust and mutual support.
• Community Building: For Terry, the Percival "community" means more than just customers: “It’s everyone I’ve met during my journey. … It’s a good community.” [41:00]
• Highlight of the Job: Listing collabs (Guinness, Brighton, Champion), working with celebrities, the satisfaction of nurturing a brand culture, and Percival's three physical stores.

5. Industry Real Talk: Wins, Losses, and Strategy (42:56 – 53:51)

• Internal Culture: Lamenting that Percival doesn’t always celebrate wins enough—too often, it’s onto the next project.
• Shifts in Collab Strategy (35:03 – 37:05): Now focused on collaborating with British heritage brands or those culturally relevant to the UK.
  • “We now want to be working with British heritage brands and then put them through a contemporary lens.”
• Tariffs & US Market Challenges (51:42 – 53:51):
  • Trump-era tariffs dramatically cut US business—“literally the day before, US customers just went, just, literally just gone.” [52:09]
  • Forced Percival to set up a US entity and rethink logistics, which ultimately sped up their American expansion.

6. Fashion Trends, Menswear Victims & Retail Critique (66:14 – 71:10)

• Menswear Trends UK: Formality returning; even younger guys dressing up, less emphasis on hoodies—suits with a twist, wider trousers, and focus on product.
• Fashion Victims: Terry argues you have to make mistakes to find personal style—“You have to go wrong a ton of times.”
• Retail Gripe: Critiques the rise of exclusive, members-only-feeling menswear stores—brands should facilitate education and inclusivity, not exclusion.

7. British-American Culture Clash & Slang School (47:25 – 76:33)

• Transatlantic Style Exchange: Terry both admires and gently mocks Americans’ Anglophile obsessions, noting US brands sometimes do British cliché better than Brits do US styles.
• Britishness of Percival: Defined by cheeky (not wacky) content, subversive updates on heritage pieces, and strong storytelling; “We don’t do navy suits, we do a forest green suit. … We’ve got a waterproof jacket, which is the best … for the price.” [51:06]
• Northern Slang Teach-In (74:18 – 76:33): Teaches the guys Northeast classics—
  • “Are we then?” = Shall we go? (74:56)
  • “May as well maisoner” = May as well [do something] (75:21)

8. London Menswear Scene & Wild Nights Out (57:02 – 63:06)

• Networking by Partying: Terry credits late nights and hard partying in his youth as essential for building his present-day network among other menswear insiders and buyers—many are now leading major UK retail operations.
  • “The network that you created in the pub, in the club, … those are the guys that you are now like doing deals with now.” [57:33]
• Legendary Socials: Stories of marathon lunches with Palace, Browns, and Exposure agency folks (“Started at 12:30pm... I got home... 3:00am.” [62:47])

9. From DJ Melon T to Boxing—Terry’s Extra Curriculars (63:32 – 78:12)

• DJing Past: Performed under DJ Melon T and DJ Navanad (Donovan, backwards), with beefy melon festival tents and disco house residencies.
• Amateur Boxing (77:12 – 78:12): Has taken up boxing, won his first amateur match with a liver shot, and playfully ranks who in London’s menswear scene he’d scrap with.
  • “The sparring was harder than the actual fight.” [78:06]

10. Fast Hits: Purchases, Money, Dumb Buys, and Recommendations (88:35 – End)

• Most-worn Item: Blundstone chisel toe boots and finally the reclaimed Barbour.
• Attitude to Spending: Won’t spend recklessly on clothes anymore—prefers saving up for select items, great bottles of Burgundy, good holidays.
• Dumbest Purchase: French Brute shoes bought online, hit with more import duties than expected—“I paid nearly double the amount for the duties.” [93:05]
• Being Suckered by Good Marketing: Admires great branding, but’s rarely snared by it these days—prefers “the hunt.”
• Brokey Days: Survived on “super noodles and beans” to save for fashion.

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Notable Quotes & Moments

• On Brand Building:

  "It’s about building a fucking cool brand world that people can connect with, both being aspirational and attainable." — Terry (16:00)

• On Ownership of Fumbles:

  "When you’re working with brands that are not relevant and you have the opportunity to try and make them relevant … that’s harder and more satisfying." — Terry (20:57)

• On Price of Fashion:

  "I did like six slices of toast for breakfast … just so I could then have enough money to then go and buy myself a nice jacket." — Terry (100:06)

• On Transatlantic Collabs:

  "As soon as those tariffs came out, literally the day before, US customers just went ..." — Terry (52:09)

• On British Style:

  "...the community isn’t your customers. The community is you guys. It’s everyone I’ve met during my journey." — Terry (41:00)

• On Celebrating Wins:

  "What we don’t do enough … is just not celebrating the wins enough." — Terry (42:56)

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Timestamps for Key Segments

| Segment | Description | Timestamp | |---------|-------------|-----------| | Fashion origins, fit check | Tales of Terry’s wardrobe & early years in fashion | 00:29 – 10:31 | | Branding, collaborations | Role at Percival & biggest brand wins/flops | 14:45 – 26:44 | | UK/US fashion crossovers | Collaborations, tariffs, & market challenges | 29:10 – 53:51 | | Internal culture & misadventures | Celebrating wins, content misses, office parties | 42:56 – 44:54 | | Fashion trends & victims | State of British menswear, retail gripes | 66:14 – 71:10 | | British slang school | Northern lingo lessons | 74:18 – 76:33 | | DJ & nightlife stories | Partying, clubbing with legends | 63:32 – 63:13 | | Boxing hobby | Matches, training, gritty fun | 77:12 – 78:12 | | Quick hits & advice | Purchases, spending tips, brokest days | 88:35 – End |

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Memorable Moments

• Crazy Terry Tattoo: Terry reveals at 15 he asked for "Crazy Terry" in Chinese—only to later find it translated closer to "Crazy Terror." (“Krasze Terror…” [11:16])
• On Partying & Networking: How late-night pubs and dancing built his most important industry contacts.
• Content Fails: Percival’s “Watch Out!” web series—an expensive lesson in knowing your audience (“50 grand ... flopped. 45 views.” [26:13])
• Dad Joke: “Dublin’s the biggest city in the world—because it keeps Dublin and Dublin and Dublin.” — Terry, while telling the Guinness collab story [38:33]
• Fashion Victim Wisdom: “You have to be a fashion victim to then learn how to dress.” [69:15]
• Constructive Criticism Asked, None Given: “You guys have been my weekly tuning … I’ve got zero [critique] to give you.” [100:47]

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Tone and Language

Highly conversational, irreverent, and friendly—with rapid banter, self-deprecating British humor, and gleeful in-jokes about industry characters, American stereotypes, and the ridiculousness of fashion branding.

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Where to Find Terry and Percival

• Terry IG: @terrydonovan1987
• Percival: percivalclo.com

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This summary captures the behind-the-scenes chaos, business insights, fashionable failures, and friendship that make this a can’t-miss Throwing Fits episode for anyone interested in menswear and brand-building, on both sides of the Atlantic.

Transcript

[A]

I'm Kiana. And I leveled up my business with Shopify. Once I figured out that Shopify was a thing, I never turned back. I can create a site with my eyes closed. Shopify thinks ahead of us, you know, and it thinks about the customer more than anything. Every day I'm thinking about some other new business, but Shopify is doing it to me because it's so easy to use. It's like I can't stop. I'm addicted. Start your free [e-mail].

[B]

our guest this week just hopped across the pond to chill with gang and teach us slang mates picked up a world of knowledge in the men's fashion space since he started slinging garments at the tender age of 14 because apparently UK labor laws are still in their Dickensian era. Step into the ring with us as we go toe to toe for 10 rounds with one of the best dudes in menswear right now. Here to chat London fashion victims negotiating for a lifetime of Guinness and how to bring soccer hooliganism stateside. The chief of branded Percival, Terry Donovan. Terry, how are you?

[A]

Well, yes, yes, yes. I'm absolutely bang, guys. Yeah, I'm wicked.

[B]

You can still say chief in the uk. That's not. You know, we're woke over here, so we can't say that.

[A]

Yeah, well, we are pretty walk in the UK as well, which I'm not anti walk.

[C]

Okay. We just. Just banned Kanye. Thanks for nothing, dude.

[A]

I did not.

[C]

You personally did it.

[A]

I don't know him at all. I think he is very good at the music.

[C]

Okay, that's. That's a diplomatic answer.

[B]

All right, now that everyone, we're going to talk Israel next. That's what this podcast is about.

[A]

That's really great. And I'm than mental for that. Can I go to the bathroom now?

[B]

Yeah.

[C]

Terry, thank you so much for joining us and taking time out of your busy day committing. What did James say? Corporate espionage. The to come podcast.

[A]

It's not corporate.

[C]

No, no, no. It's research.

[B]

Big things coming.

[A]

No, no, no. It's inspiration. Right, sure, sure, sure, sure. Exactly.

[C]

Research, inspiration, R D development.

[A]

Etc, insert the next phrase for what I'm doing here.

[C]

Yeah. Before we get into the mean potatoes of the pond, let's start with the fit check. And why don't we talk about your fly, no pun intended, jacket that you wear today.

[A]

Thank you. So that jacket is a barber spare jacket and I absolutely love it. I'm obsessed with it. So I was looking for it for about like two or three years. Came across it on ebay. It was about like, $700. I was like, I can't spending $700. Like a vintage piece.

[B]

What year is it from?

[A]

I don't know.

[C]

But it's the old spade because the new spade doesn't have the netting in the pocket, which is fucking fun.

[A]

That's right. And it's got, like, these things inside that can clip to other things and down the bottom.

[C]

Do you fish your waiters?

[A]

I, I fish for, like, compliments, but apart from that, I ain't fishing anything else.

[B]

You wear that into the Buck Mason store, you're gonna be getting compliments.

[A]

All of the compliments.

[C]

It's a conversation piece when it comes to the Buck Mason men's flagship in New York.

[A]

And I bought everything from them, so it worked. And then I was like, right, I cannot be spending that amount of money on a jacket.

[B]

700p.

[A]

700p is not the one. Especially with 1300 kids. So I, I, too many children. It's too many children. It's one too many of anything. And so I put in a Google alert. And then two years later, Google came up.

[C]

Damn. You waited two years to get the price right?

[A]

I just forgot about it.

[C]

I said, and forget.

[B]

Just like kid number four.

[C]

Kid number 11.

[B]

37 kids, right?

[A]

Three kids.

[B]

Little Terry's.

[A]

Yeah, they're incredible. So I was, good.

[B]

You're in New York just to get away from that.

[A]

Yeah, it's not. It's corporate. I mean, reference mood board.

[C]

Wait, so what was the final damage then, after two years on this guy?

[A]

So I went on. It was vinted, it came through, and it was 200 bucks. 200 pounds. So cool. And it was. I was like, right, I'm going to try and lowball the guy. It's 175 pound. He was like, yeah, take it. I was like, brilliant. 175 pound. It arrived in a cereal packet.

[B]

Wait, what?

[A]

Like, arrived in a cereal box?

[B]

Really?

[A]

This guy didn't package what cereal? It was Kellogg's conflicts.

[B]

Wow.

[C]

Yeah.

[B]

Wait, like, that was the full box or that was the box inside the box?

[A]

No, that was the full box.

[C]

He shipped it.

[A]

Piece of paper, written the address on it.

[B]

Incredible.

[A]

So then I opened it, and I could smell it before it came out and absolutely stunk. The wife came through the door and she went, what is that smell? And I was like, it's the jacket. She went, get it out of the house. I had to stay out of the house for about two weeks to air out. To air out. I was febrezing it didn't want to take it to a dry cleaner, smell

[B]

like fish and cereal and cornflakes.

[A]

So wore it to work. People like, it was smelly, smelly, smelly terry in the barber jacket. Right. And then it just sort of went missing. And I was. Didn't think about it. And then I asked a few guys at work, has anyone seen the jacket? Forgot about it. I was like, that's a bit of a bummer. I must have left that a bar or something. And then when I was showering one day, I was like, I wonder. So we're working on a made in England capsule collection at the moment, and there's a supplier up in Manchester that I've got this amazing jacket outerwear. Outerwear archive. And I did wonder if the team had been there, selected some jackets, and then when they sent those jackets back, mine had just been sent with them. So I said to the team, can you just give them a message? The message them. They had the jacket. The jacket came back smelling beautiful.

[C]

Oh, they cleaned it for you because they thought it was theirs. Wow.

[B]

What a hat. They're like, this is stinky. We're a professional operation. Someone clean that jacket.

[A]

So here we have got an absolute spanking jacket. Yeah.

[C]

I was going say you smelled fine when we embraced earlier.

[A]

Yeah. You're welcome. That's my pretty cropped.

[B]

Pretty, pretty cropped outer piece.

[A]

Well, this is it. I'm like 5 10, but I need to dress for 6, 2, so it works nicely for me.

[B]

Okay.

[C]

Yeah.

[B]

Got it.

[A]

Yeah.

[C]

Okay, that's math.

[B]

Let's keep keeping on with the fit. We want to. You want to start at the bottom. You want to go outside in. What do you want to do?

[A]

I want to go outside in. Okay. Yeah.

[B]

Floor is yours.

[A]

Well, as always, when I'm in town or when I'm doing. When I'm pounding some pavements, it's the Blundstones. Okay. Yeah, yeah. But the chisel to the bloodies. Yeah.

[C]

The thinking man's Blondstone.

[A]

Thinking man's Blondstone. Absolutely love them. Brilliant. I've done absolutely tons of steps in them.

[B]

Yeah. What's your step count in New York right now?

[A]

John McCheck.

[B]

You've only been here for, like, half a day.

[C]

I would be curious, actually.

[B]

I'm sure you've cracked 10k health.

[A]

Health. Health app. Let's get into this. I have done, mate only. Oh, 5,300. Okay.

[C]

We're gonna pump.

[B]

That's metric system steps. That's like multiply by 2.2. You're good. Yeah.

[A]

And then minus 6.

[B]

Yeah, yeah, brilliant. Fahrenheit, something like that. What about the Sociolis?

[A]

The socks are Percival. They're like little mountain socks. They're great. Levi's, 501 vintage. Nice. Little bangers.

[B]

Yeah. Tight on the thighs, baby.

[A]

Yeah, I've got tight thighs from leg day. Yeah. From the. From the early days of London.

[C]

Dancing.

[A]

From dancing.

[C]

Okay. Raving till all hours.

[A]

And then the belt is Patagonia.

[B]

Okay.

[A]

Absolutely brilliant belt. It's the only belt I wear. Cheap as chips.

[B]

Cheapest chips.

[A]

Surplus T shirt.

[C]

Okay.

[A]

From somewhere in Paris.

[C]

Okay.

[A]

Necklace is from the guy that owns and runs Universal Works.

[C]

Oh, nice. Wait, like, he made it for you as a gifter?

[A]

He didn't make it, but I think he bought it on one of his travels. He's a brilliant guy.

[B]

Is that what you guys do? You buy gifts for each other in London?

[A]

Yeah, man, it's really nice.

[B]

Sounds nice. Sounds nice.

[C]

Yeah. Well, they go to a place and they rape and pill. Or I was going to say grape and pillage and take a bunch of indigenous stuff and then bring it back to England. And maybe it goes in museum. Maybe it goes to your boy. Right? That's how you guys operate.

[A]

Sorry, what bit of history was this? I just thought, like, we did really well. Really well, too.

[C]

I thought we were good guys.

[A]

Just the Romans and the pyramids.

[C]

Yeah, right. They don't teach colonization in British primary school, those guys.

[B]

And the Saxons came and then skipped it. Skip forward 2000 years and here we are.

[A]

Here we are right now, watching you guys.

[C]

And now we just banned Kanye. We're great, we're good. We made up for everything.

[A]

His music's really great.

[B]

What about this little stripey?

[A]

Yeah. So this is a Percival number. This was a pajama top.

[C]

Oh, really?

[A]

Yeah, yeah, it was. Came out in Christmas last year.

[B]

Oh, I can see the cuffs. There's no buttons or anything.

[A]

And it sort of tanked. Didn't do that well.

[C]

Really? Yeah, I thought, like. Because I feel like fancy pajamas is, in my mind, such like a British thing that guys would presumably all wear. Right.

[B]

Did they come with a pointy cap?

[A]

So this is what we're doing, planning for this Christmas, but with a huge British heritage retail brand.

[C]

Okay.

[A]

And it'll work really nicely with them. And I don't know if we hit the mark with this or we didn't tell the story correct to our customer. And I think if you're not telling the story correct, they're not going to understand it. If they don't understand It. They're not going to purchase it, but I now wear it as a shirt and I absolutely love it as chief

[B]

of brand and kind of heading up marketing. Isn't that your job?

[C]

Yeah.

[A]

You've got me again, Chris.

[B]

If you're listening, you live.

[A]

Don't listen. Chris.

[B]

What are the sunnies?

[A]

So the sunnies are Percival and we did them as a white label with a French mass. French brand. They are called Waiting for the Sun. They made them for us. It was our sort of first go at doing sunglasses. They're real nice. Quite deep. Yeah. Into them.

[C]

Thick. Thick acid.

[B]

Speaking of which, what are the pennies? Speaking of? Acentaint.

[A]

Well, only the best boxer briefs. Calvin Klein.

[C]

Okay.

[A]

Anyone that isn't wearing boxer briefs need to grow up quickly. There you go, mate. You can.

[C]

Don't look at me.

[B]

Look at him.

[C]

Dude, I don't. I'm more on the same page.

[B]

What's your thing? Swing.

[A]

You cannot let it swing. They'll be looking like speedball, bro.

[B]

How many of us have which between us? Who has more accidental children? I'm just saying.

[C]

He got you there, dude.

[B]

It's like 3, 0.

[A]

You're correct.

[B]

It's swang. Let it swing.

[C]

It's different for the Brits. They're uncircumcised. If there's more meat hanging around, you wouldn't know about this.

[A]

Hold on. Let's just back up. Boxer shots help. You not having children?

[B]

Maybe?

[A]

I might. Yeah.

[C]

All right.

[A]

Okay.

[C]

You need to get on this.

[A]

Dude.

[B]

What about the education? What about the hardware? Real quick on the wrist.

[A]

So the hardware, real quick. These two little bangles were from Uganda. Our little trip with Leo and Casey.

[B]

Yeah.

[A]

And then the little gold ring. The gem in there is a garnet, which is my first child's birthday stone.

[B]

Nice.

[A]

And then the little wristband is a whoop, whoop.

[C]

Oh, right. Those are popular now.

[A]

Well, having the three kids and traveling a bit, I am trying to get. If something can tell me to sleep for an extra minute or stop doing that for an extra second, I'm going to take it.

[C]

Right.

[B]

Where are kids number two and three represented? Do you like a belly button ring or like a nipple ring? Nipple bar. I could see. I mean, look, we're going to bring in.

[C]

Okay, let's get.

[B]

Let's get right into it. We got.

[C]

We got some comprom here.

[B]

Terry, please explain this photo and we'll. Chuck, put this photo along with subtitles. Chuck, put this photo up right here. What is going on here? And what is the Chinese what is the Chinese character on your back, your shoulder? Say.

[A]

So which one do you want to start with first?

[C]

The translation.

[A]

Right, so the translation. I got those tattoos when I was 14, 15. Wow. Right?

[C]

Shocker.

[A]

Yeah.

[C]

Scumbag.

[A]

And I actually asked for it to say Crazy Terry.

[C]

No, stop. You're kidding.

[A]

I'm not kidding.

[B]

How crazy were you?

[A]

I was pretty crazy. On a scale of crazy to crazy. Real crazy. And. And so. And. And then it cut to about seven years later. I was on holiday, had my top off, and there was an Asian dude behind me, and he went, krasze Terror. I went, sorry, what? He went, krasner Terror. I said, sorry, what? He said, that's what that says on your back. I said, it doesn't say Crazy Terry.

[C]

He said, no, they got as close as they could.

[A]

They get as close as they could.

[B]

Was the tattoo artist Asian?

[A]

No, he wasn't. He was from Middlesbrough, the Northeast.

[B]

And this is pre, like, iPhone translator, Google Translate, I assume.

[A]

So he just. This is like, winged it. No, Vine. This is like pre MySpace.

[B]

Was it John Bosch that tattooed you off the. Just off a menu.

[A]

Interestingly, me and him used to go the same Chinese.

[C]

Oh. Oh, well, that's how you know it's good. If the mayor is there, we'll get into Big John.

[B]

You guys. You guys are neighbors, though, you and Big Bosch?

[A]

We used to be neighbors. Used to be neighbors. Unknowingly.

[B]

Wait, you ever have a meal with him?

[A]

Never had a meal of him.

[C]

Okay, what would you order, I guess, if you were. What's your Chinese? What's your plate?

[A]

Describe your beef curry.

[C]

Okay.

[A]

Fried rice, chicken cashew, crispy seaweed, crispy chili, beef, prawn crackers, praw balls, chicken balls.00 balls.

[B]

What is a prawn ball?

[A]

A prawn ball. So it's like a prawn. Yeah, yeah, yeah. And then it's like a soft batter on the inside, but, like, like, fried really hard.

[B]

It's like a Scotch egg, but with shrimp.

[A]

Oh, wow.

[C]

It's a chicken ball but with a prawn mixture. Right?

[A]

Chicken ball, but with, like, a prawn inside. Yeah, yeah, yeah.

[B]

So delicious.

[C]

Why does this picture exist where you are? We'll describe as the audio. Audio listeners, you weigh about Twinkie, Terry, £100. Yeah.

[B]

Let's get into. Why are you so. How are you so skinny back then?

[C]

What year is this?

[A]

So this is when I was 17, I think. And it's. Why, like, it's when I was first in London and I was flyering in. I Was just trying to earn money. Right. And I was flirting in London.

[C]

What does that mean?

[A]

Giving out leaflets for nightclubs.

[C]

Flyering.

[A]

Yeah, giving out leaflets for nightclubs.

[C]

Promoting.

[A]

Promoting. And dude came up to me and was like, I want to put you in a magazine. I would like to do a shoot with you and I can give you 200 pound to be in it. And I was like, yeah, great, 200 quid bonus. Did the shoot. He told me the name of the magazine. I was like, like a bit very naive.

[B]

Page two for dudes.

[A]

It was boys, but it was like a few zeds at the end and it was literally like two of the back pages and it was an advertisement for a gay night. Oh.

[C]

Oh. I mean you look like, like the uber twink.

[B]

And you look like £200 is what you look like. You know, I would say a million bucks, but make 200. 200 quid?

[A]

Yeah, for the jawline.

[B]

And the jawline's going crazy.

[C]

And then about 120 pounds soaking wet.

[B]

I assume the jawline is due to that packet life that was being lived back then

[A]

potentially, right?

[C]

Allegedly.

[A]

Allegedly.

[C]

Allegedly.

[A]

Alleged. Allegedly. Best word ever.

[B]

And this buffalo check, tilted emo cap off to the side. I was obsessed with that signature Terry.

[A]

H and M. Oh, okay.

[B]

H and M. High street hum.

[A]

Absolutely obsessed with that cap. Used to gel the hair, used to flick it and then put the cap on.

[C]

Oh, it's like a whole like procedure, mate.

[A]

Style has always been in me.

[B]

Well, from marketing a underage gay night to the chief of Brandon Personal. What do you do at Percival?

[A]

What do I do at Percival? I think it's like a super good question and I think it's.

[B]

Thank you.

[A]

How maybe I've developed what I do best and now Chris has given me this role at Percival to do what I do best. And in a way it's like having my fingers in a lot of pies. But to make shit happen and to do things and to make things relevant or to make things cool and I can have. I would like to think I have the ability or I've learned the ability to take a brief or listen to something or go and work for someone or something and go, right, where do we want to place this? This is where I think we should place it. And this is how we're going to do it. We're going to work with these people, we're going to work with this photographer, we're going to work with this stylist, we're going to work with this magazine, we're going to do an event here. We're going to invite these people. This is going to be the correct PR team. We're going to gift these people. And I think that isn't just developed just in the. In like a heartbeat. Right. Or like the blink of an eye. It's over 15 years of you put

[C]

your 10,000 hours in.

[A]

That's it. I guess. And like. But that doesn't just come from getting to know either. That's like wanting to know it. Like watching you guys on Fashion Bros. Because I wanted to know about it and wanted to get about it. Like when I was first getting into it.

[C]

Yeah.

[A]

I was like blagging my way into like London men's collections. LCM and sure. Getting myself in these shows to sort of be amongst it. And although then that was like mad cheesy standing on like the corner of Covent Garden with the stream style.

[B]

Were you. Were you using this jawline to maybe, you know, glad hand or do do some favors to get in into some doors?

[A]

All favors. Like the same security that were doing the doors on the show are also the same security that are doing the door in town.

[C]

Okay.

[A]

So they would just let me in. But then I was also then gifting them brands that was working with at the time.

[C]

You're greasing their palms, so to speak. Crazy Terry for you.

[A]

So that crazy terror. I think we've. Well, but now going back to the initial question of chief of brand and what does that mean? I think it's over those years of knowledge and being mad into menswear. When personal goes right, what we're going to do to reach this revenue this year. Well, it isn't just about selling a bunch of clothes. It's about doing collaborations. It's about doing good shoots. It's about building a fucking cool brand world that people can connect with, both being aspirational and attainable at the same time. I know they're both like bullshitty words, but I think they hold real. Yeah, it's real.

[B]

You're the make sure the makeshift happen

[A]

ner, I think Connector.

[B]

The fixer.

[A]

Yes. All of those things in one. I'd like to think the shaman. Shaman of brand.

[B]

Yeah.

[C]

Can't say that either.

[A]

Can't say that.

[B]

One native person of brand.

[A]

I can't say that.

[C]

Indigenous brand officer.

[A]

Can't say that.

[B]

You're the guy. You're just the guy.

[A]

Yeah, I'm the guy. But I would also like to think behind the guy. I am behind the guy. I don't like. Stop.

[C]

Yeah, right boys. Right Were you in front or back behind the guy?

[B]

This looks like you're in front of

[A]

the guy, but there's something. Trying to be the guy in front of the camera or like trying to put people on a pedestal. I've always enjoyed making like I want Chris to be the face of Percival. How am I going to make Chris relevant?

[B]

I mean, he's got the face for it.

[C]

He really does.

[A]

Prince go off and the body.

[B]

Yeah, the body.

[C]

He has got a great, such a great body.

[B]

Was he ever flyering like that? Because he would have killed it.

[A]

He wouldn't have dared to.

[C]

Yeah, it was, but that was beneath him.

[A]

I hot too.

[C]

Yeah, you have no choice.

[B]

He was too busy, you know, wrangling groupies for fucking arctic monkeys or whatever, you know.

[A]

Yeah, we know what we prefer to do though, right? Yeah, not get paid for shoots like that.

[C]

Speaking of Chris and like how much he is like a really great kind of front facing founder in menswear. You guys have such a crazy, robust like content and social media strategy. How often do you personally like being in front of the camera? Because it feels like a strength for you. I mean, clearly right now everyone listening can agree.

[A]

I think there's like, I have a. I'd like to think I'm confident within my own skin. And if someone said, can you do something? I'm confident to do it because I believe in what I say, I guess. But again, that's over time and working with people and knowing I'm a decent person. I guess if someone, if Chris said, right, you're jumping in this, yeah, that's fine. But I guess it's coming from. I was really skilled in pr and when you're skilled in pr, it's not about you, it's about the brand or it's about the thing you're trying to get the coverage on. So it's like, right, you have to create relationships with all of these editors, you have to create relationships with all of these bloggers, all of these male influencers. But you can't just do it by just sending them an email and expecting them to cover you. Right. Like you have to build a relationship with them. So once you build that relationship, it's then getting the coverage and that's the win. Right? And then showing the client or Chris or whoever it is, look what I've done for you. And I built you. I think it's quite nice being the guy behind the curtain sometimes rather than being on stage.

[C]

Right? Yeah, yeah, I got you.

[B]

Is there? I mean, it feels like, well, Chris is, you know, the main star obviously like this of the social media content strategy, which personal I think was early and best in class on in terms of like a brand embracing it and like whatever, building the, the world of it, the world of the brand. Is there a content idea that you were just like, fuck, no, I'm not touching that. I'm not getting on camera. I refuse to be part of that. What was that idea?

[A]

I, I don't think there has been

[C]

really no way Chris hasn't had some half baked fucking dumb idea. And you're like, okay, guy.

[B]

He's like, all right, Terry, we're going to recreate the boys the flyer saw right before and after.

[A]

Right? So, right, this is like, this is where it gets interesting, isn't it? Like I've had to work with some like brands that were never so irrelevant and when you're working with brands that are not relevant and you have the opportunity to try and make them relevant and then you do, so that's harder and more satisfying. Taking a brand that's already cool and maintaining the cool. So if Chris is like, listen, I've got this really wacky idea, I have to go, okay, now how can we, how can I go? Yeah, I love that. And then sort of like dilute it down a little bit. Yeah. Then how can I then tell the team about this?

[C]

Right?

[A]

It's like that, like perfect isn't like achievable.

[C]

Right?

[A]

So he knows if he tells me what his 100% idea is, it's always going to dilute to 90 of his idea, 80 of his.

[B]

But he's got to feel like he, it's his idea.

[A]

Yeah, Always his idea, always. What are you talking about?

[B]

What's the worst idea that Chris has had that he had to walk him back from? Whether it was like a content thing or like a design or a collaboration where you were like, chris, I love you doing this for our own good.

[A]

So it's, it is, there's, there's, there's, there's one that really like stands out and it's still available now to see and if you, if you watch it, what's not throwing fits. Okay, thank God, that was my idea. And if you, you can watch it back now on YouTube and if you watch it now, you're like, this isn't a brand film. It's called Percival. Watch out. Okay, go on. And they sort of. It's a three episode content series. Okay. And each piece of content is between about like fucking three to 15 minutes long each. So there's zero completion rate on any of these pieces of content. Right? Right.

[C]

0%.

[A]

And. And the sort of premise of these three pieces were comedic versions of a show in the UK which was called 999. You might have had a 91 1. Like, 91 1. And it was, like, where things have went wrong and they tell the story. So it was like, okay, a moment was called. The theme tune was like, 999. On today's show, a javelin goes through a person's neck. On today's show, a girl's hair gets stuck in a Jacuzzi. And they would reenact the whole thing. And it was insane, but, like, it was ripe for parody.

[B]

Yeah. Yeah.

[A]

So Chris had this idea. So Chris said, of course, to be

[B]

clear, you weren't successful in making it not happen.

[A]

Right? So I was on. I was on Holiday.

[C]

Oh, there it is.

[A]

I was on Hol. On Holiday. Right? Yeah. And. And, like, the two weeks while I was on Holiday, we had this. Champion, our first collaboration with Champion, came out. Right. And the content we did for that was absolutely mega. It was hot.

[C]

Was that us?

[A]

That was the second one. That was the second one which was even better.

[C]

Yeah.

[B]

Right. We got it. We gotta. We gotta figure this out. We gotta write the wrongs.

[A]

It was even better. Y' all on.

[C]

We had the groms involved. That was actually really good.

[A]

It was really good.

[C]

That was great.

[A]

Thanks again, and you're welcome.

[B]

But okay, Holiday and Chris, like, Terry's away. Time for the boys to play.

[A]

So the. So he's like, right, I'm gonna do this comedic version of this. And we. He written it, got, like, people in to write the script. And we had costume designers, location setters. It was a big. We'll get to it. Right? It was a big, big piece of work.

[B]

Yeah.

[A]

I got back and he showed me, and I was like, this is hilarious. I said, but it's a real big piece of work.

[B]

Yeah.

[A]

I said, there's a lot involved. I said, is, have we done the budget for yet? And he went on, Naomi's working on it. Rest. Like, I feel sorry for Naomi because she had to pull that budget together. And the budget was coming to, like,

[C]

the thumbnails are incredible. I'm looking this up right now.

[A]

Budget, which comes, like, north of 50 grand. And I sat down with him and I was like, it is funny.

[B]

When was this? Like, how many years ago?

[A]

This was like, three or four years ago now.

[B]

Okay. So personal is, like, established and doing well.

[C]

Yeah.

[B]

Okay. So you can afford this but we

[A]

can afford it, but doesn't need to be. Need to be spending it. Yeah, the idea is good, but we don't need to be spending it either because the cast we had in it, like, if you look at the very famous comedians now, I was like, this is great, Chris. I was like, but it's not really attaching to any product. I said the product that we have to put them in is just like personal product. It doesn't make sense to what we're trying to achieve from like, oh, the season theme isn't 999 and people being killed.

[C]

Yeah, right. Disaster. Disaster.

[B]

Jav looked at my casual suit.

[A]

Yeah. Green linen suit. 15,000 we sold last year.

[B]

So you get married in it, you can survive a javelin attack.

[A]

This is it.

[C]

This suit can do it all.

[A]

It can do it all.

[C]

It can be buried in it. Once you die after the javelin fucking

[A]

impales you, these guys get it. Yeah. So we. So he said, yeah, definitely want to do it. So we did the content, filmed it all, edited it all. We had to buy like licenses to be filming in like a local London park. We had to buy Attack, not hire a taxi. We had a dummy being dragged behind it behind a taxi. It was huge. So then 50 grand north of 50 grand, the content went out and it flopped.

[B]

I mean, it was like bomb. 9, 000 views.

[A]

I mean, not, not. I mean, we'll be able to see this preview.

[C]

I just checked of what I think we're talking about. It could be a different thing. It has currently 45 views, but this is like a 21 second preview of the longer.

[A]

This isn't even the three longer versions.

[C]

No, this is. No, it's pretty bad.

[A]

This is it. So this.

[B]

If. If you walked away, if you went on holiday and you unplug your phone for a month and say you took a sabbatical, you know, you earned it. Does personal fall apart?

[A]

Not at all.

[B]

Sure.

[A]

Not sure about that. Yeah, yeah, yeah, yeah, yeah. 100%.

[B]

Because you've built it so that there's like redundancies, help systems.

[A]

I think it sounds like.

[B]

It sounds like can spiral crazy if you're. If someone's not there to check checks and balances. We have that in our democratic government. I don't know if you have that in your monarchy. Yeah. But I don't know if you. It sounds like you kind of have built that so that maybe something like that doesn't happen again.

[C]

Right.

[A]

We've built it. And that's not like the. And that's not me Being like holy than now or like corporate. We, yeah, that's like we have built that because I, I, I've spent some stinkers. Not to that level, but I've spent not that bad unnecessary amounts.

[C]

But still we need to have checks and balances in place to avoid a ultimate like we were just following orders type scenario which typically history shows does not work out well for anyone involved.

[B]

Right. Look, we're not saying that founder creative director Christopher Gove is a diva, but when the hof, when the office gets together and plays soccer, are you like, what's the policy around like babying him like, yo, don't tackle him. Take it easy on Chris.

[A]

No, he's a machine.

[B]

Yeah, yeah.

[A]

Like he's so aggressive.

[C]

You couldn't stop him.

[A]

If you tried even if you wanted to, even if you took him out two foot, he will then just kick you back and you just crack on with it. Oh, he's Aggie. Yeah, he's not, he's not fun to play football. I don't play football anymore with him.

[B]

Really?

[A]

Oh, oh, you're like, I'm divesting, I'm done. I cannot be playing football on a Tuesday night and then coming into work with like cut up knees and a bruised ankle. Yeah, sorry.

[B]

What about if we were on the, on the pitch? How would we do?

[C]

I mean, he saw it, it happened.

[A]

Remember you were both very good. You played.

[B]

One of us had a hat trick

[C]

and one of us tripped over his own feet and vomited.

[A]

Yeah, yeah.

[C]

It was so long over he vomited.

[A]

Jet lag. Yeah, that was probably.

[C]

Sure, sure was definitely jet lag.

[A]

Yeah, yeah, yeah.

[B]

Cuz what like 7pm UK time is like 1pm New York Times. Yeah.

[C]

Big night the night before, I, I believe.

[B]

No, it wasn't even that. Who said that you were so gassed on six.

[C]

Oh yeah, just hitting the six.

[A]

Right. That whole, those two days were absolutely, it was great. It was so much fun. Like football. Drinking at football. Yeah. Siggy's at football. Not no one having a shower and then going to the, the pub that had all the penises on the wall.

[C]

Yeah, that's right. Yeah. That was a great year.

[A]

And it was such like with all the boys. Yeah, it was good.

[C]

That was fire. Yeah.

[B]

Speaking of football, when Chris was on throwing fits two and a half years ago, he mentioned, just kind of offhandedly we asked him who he supports. He says he supports Brighton. That offhand comment allowed him to fulfill his dreams and get in the lab and get hands on and work with them. And really get in it with them. Would you like to take this chance to mention Bonnie Blue?

[A]

Who? Who? Bonnie?

[B]

Bonnie Blue.

[C]

She's the queen.

[A]

She.

[C]

She's the Queen of England.

[A]

I don't know.

[B]

She's the biggest influencer.

[A]

I don't know who she is.

[B]

She's had a lot of good ideas in her.

[C]

Yo.

[A]

I don't know who she is.

[B]

Okay, Is your wife watching? Who do you support?

[C]

This man's a father.

[A]

Middlesbrough.

[B]

Middlesbrough.

[A]

So we are not in the Premier League. We're in the league below, which is a championship league, but we could go up and West Ham and Tottenham, which are like two big teams.

[C]

Yeah, yeah.

[A]

Will be coming down.

[C]

Yeah. They're having terrible years, which is huge. I follow the table. I get it.

[A]

Yeah.

[C]

Wait, so was that like. And we're not trying to. I mean, I guess we can. We can take credit for Chris, who's like. Is that like a dream project for. First of all, to work with the club?

[A]

We told you how it happened. The actual collaboration, how it came about. Well, we saw the video, so, yeah, it was nuts. So we got a message from Lloyd, who is like number three in the business there. He's chief of council or something like that. Not chief. That's not allowed. Yeah, council head.

[C]

Council.

[B]

Council person.

[A]

Council person. Councillor. And he messaged him and was like, do you guys want to come down, be on the pod? So we went on. There he went on the pod.

[B]

They got a pod.

[A]

They got a pod.

[B]

Oh, yeah.

[C]

Everyone's got a pod.

[A]

You gotta watch out, boys.

[C]

Yeah, Right.

[A]

Brighton Hove Albion FC is coming for your ass.

[C]

Watch out for those damn goals.

[A]

Seagulls are gonna get you. Yeah. Up the goals.

[C]

Yeah.

[B]

So then I eat seagulls for breakfast.

[A]

And then we shot their. We shot their kit launch, which was mega. And then we shot their second kit launch. And then we. We designed a collection and it came out. But that's the power of. Power of everything we're talking about. Right? Like, how is it full circle? Because I got to know you guys, we were in town, we did the pod, and then we ended up doing a collaboration.

[C]

Crazy.

[A]

Bryant Hall Valbiness, which is top 10 Premier League team.

[C]

Yeah.

[A]

Which is huge for a brand like us.

[C]

Yeah, absolutely. And that's like a long term partnership.

[A]

Right?

[C]

Like, it just. It's one of those synergist things. And again, you're welcome, I guess, is what I'm trying to say.

[A]

Yeah, we will.

[B]

You'll.

[C]

You'll get your back.

[B]

Of all the. Of all the collaborations that you've overseen and ran point on with personal. Who is the hardest to work with. What was the hardest one to put together?

[A]

The hardest one. Honestly, I think this is like such a get out answer. Right. But the bigger brands, the ones that are more. The ones with more people working there are probably the easiest.

[C]

Really. More red tape is.

[A]

More red tape is easier to work with. When it's. When it's less people working there, it's harder.

[B]

The opposite of Brexit.

[A]

I think it is the opposite of Brexit.

[C]

Wow.

[A]

What an analogy to make.

[B]

Wait, really? Because normally it's such. It seemingly would be the opposite. Right. You're instead of like you got to go through levels and permissions and shit.

[A]

I. Maybe it's the look of the draw. Like when I was working at Champion and we did the Craig Green collaboration. Yeah. That was really hard to get going

[B]

because you're dealing with like an artist.

[C]

Yeah. Probably.

[A]

No, Craig was a dream to work.

[C]

Oh.

[A]

It was the other way.

[C]

Champion side.

[A]

The Champion side. So I was at Champion and it took me I think two years to get it out actually into the market.

[C]

Wow.

[A]

Just because of the levels of discussion that I had to go through of. Let me tell you who this guy

[C]

is because he was unproven at that point kind of or high end.

[A]

He only just got given the award for like best menswear designer at like the Fashion Awards. And I think this might have been about 10 years ago now and. But it's just trying to get through the different levels of like why is it relevant taking again. Why is it relevant then coming back down.

[C]

Sure.

[B]

But that's. That's the red tape on Champion side. Right. Because Champions, an American company that's licensed out to some EU that you knows. Right.

[A]

But Champions is different, I reckon. Like when I was at Champion, then went to personal and brought in the collaboration, I knew then how to get.

[C]

Yeah.

[A]

How to navigate it when I was doing.

[B]

Seeing your ass.

[A]

So when. But we're not involved. When I was at Champion, the early days, I didn't know how to navigate it. So that was maybe the hardest one I've had to. But within Percival, I think I went there knowing how to then navigate.

[C]

Oh damn. So they've all been a dream. There wasn't one that was like, you know, that you were, you know, kicking the tires and took a really long time.

[A]

I think they all take time. Like the. All of them take time. It's all kicking tires because you've got two people's different versions of what cool looks like, and what's. And what they want to do and what we want to do.

[B]

What's the average, like, time from first approach to getting it to market?

[A]

It takes us from design being signed off seven months to get it into market.

[B]

What about just like negotiating? Like, even you approaching them, be like, yo, what up? It's Terry. Why does he mean boys?

[C]

It's crazy Terry.

[B]

It's crazy Terror.

[C]

I want to gay model.

[A]

Right.

[B]

Remember such hits as Gay Night at the Fre. Gay Night at the. At the Dick Layers?

[C]

Yeah.

[A]

Allegedly.

[B]

Yeah.

[A]

And I would say it can be unknowing them and not knowing them. Sorry. It could be about 12 to 18 to 12 months.

[C]

Wow.

[B]

Okay.

[A]

Yeah.

[B]

That's a long time.

[C]

Yeah.

[B]

Patience. Your plans are measured in months.

[A]

But isn't that, like, if you guys wanted to turn on a collaboration with someone, you could have out when you wanted. You're knowing all of the people known

[C]

and depends, you know, you got to production. Right. Takes just a major thing is hard

[B]

to do, you know, depends what the product is dependent, how involved it's got to be. Depends on, like, their schedule and. Yeah, we'll be like, yeah, sure, whatever, next week.

[C]

I mean, it's not. We're like, yeah, we're ready to rock. Right. Like, in terms of this takes a long time on the other end. Usually we're the Craig Green in this

[B]

scenario, to be fair.

[C]

Yeah.

[B]

Do you have a dream collaboration you love to put together with Percy?

[A]

I. Yeah, I do, yeah. So we recently sort of re. Strategize what we want our collaborations to be. So we now want to be working with British heritage brands and then make them. Put them through a contemporary lens.

[C]

Sure.

[A]

Or work with brands outside of Britain that have become stylistically relevant through British culture.

[B]

What are those?

[A]

So you could say someone like, you know, recently I thought it was like a Berghaus, but. Berghaus. Yeah, it's from Newcastle.

[C]

Right, right, right.

[A]

I thought it was like from Germany because. Yeah. Or like a Levi's.

[C]

Okay.

[A]

Massively relevant in UK culture.

[C]

Yeah.

[A]

Like an Amalux, the French brand. Huge in British culture. So it's sort of like working in that field. And I think a really good one for Percival would be like a Defender Classics.

[C]

Okay.

[A]

That sort of world. I think it's sort of like, would the molding of those two worlds coming together for a while. A contemporary lens would. Would sit really nicely.

[C]

That is a chief of brand style statement.

[B]

And what. What were you moving away from? What was the strategy that you reformulated before that? Was it just kind of, like, anybody and everybody or just, like, whoever comes with the right fucking bag.

[A]

We. We, interestingly, we've never took a fee from a collaboration. We've only done them because we have fun doing them.

[B]

Okay.

[A]

Or we can make money from them. We've never took a design fee. Or, like.

[C]

Right, Right.

[A]

When it comes into production and we're doing marketing together, we'll Split the costs 50. 50 from a contribution point of view. But the question was, oh, what the

[C]

strategy was before and what.

[A]

Oh, yeah. So the last one was it was more affinity interests. Okay. So it was like.

[B]

It's like, I with them. I with them. But there's.

[C]

Are we drinking this Jameson?

[A]

Oh, we had Sriracha hot sauce, Flying Goose, and we emailed them. They got back in contact, so we did it.

[C]

Love this comment. You should collab.

[B]

You should have put the crazy terror Chinese characters on a T shirt.

[A]

Let's bring it back.

[C]

Yeah.

[A]

Yo.

[B]

This on like a. Like a. Like a supreme logo team.

[A]

So do you guys, you know, people just do nothing?

[C]

Yes.

[A]

In Sipa.

[C]

Hilarious.

[A]

So he's got his own, like, side Hustle YouTube show called Taste Cadets.

[C]

Oh, okay.

[A]

So we did. They go around tasting foods and it's very funny. So we did the collaboration and partnership with them and we did a tracksuit with them and there was, like, a keychain hot sauce that you could get with it. And we did this kickboxing T shirt with them with their faces on the. On on the kickboxes. And the idea was their bodies were going to be amazing, but when the screen print came out, it hadn't been retouched properly, so all these white faces were on these sort of, like, Asian bodies. And we printed, like, 300 of them. We couldn't put any of them into.

[C]

Yeah, no, that's a. That's poor form.

[B]

What do you do with Terrible Stu?

[A]

They just. They just sat. They just sat. Yeah, they just sat there.

[C]

Now they're archived, dude.

[A]

They'll come out soon.

[C]

Yeah.

[A]

And they'll sell.

[B]

Did you know that little trivia lore for you. The original. One of the names for consideration for fashion bros that didn't make the final cut was Taste Boys.

[A]

Sexy pun for you. We. We knew what it was like in the early days. Yeah. Yeah.

[C]

It was a different time.

[B]

Would have gotten us Shadow banned on YouTube speaking when Percival did collaborate with Guinness. Are you the. Are you and J.W. anderson, like, the two menswear brands that have collabed with Guinness?

[A]

I think so. Yes. I think so.

[C]

Elite company, dude.

[A]

Yeah, it Is it's mad when you.

[B]

When first of all collide with Guinness. Did you work in a clause that gives you an unlimited lifetime of the black stuff?

[A]

It's pretty mad how much they love the black stuff. Which they should. Right, Right. But I mean on the. On the day of the shoot, we have to shoot with Guinnesses. Right. So they sent over three people from Dublin, which is the biggest city in the world because it keeps Dublin. And Dublin. And Dublin.

[C]

That's how you know he has kids for real. That's a dad joke for you.

[A]

So they sent over three people from Dublin, the head office. Two of the people were the Guinness pullers. So they'd pull the Guinness and then one.

[B]

That's their full time job.

[A]

That's a full time job. Wow. This next person's full time job was the. The Guinness adjudicator. So he would adjudicate 120 seconds for the Guinness to be in the shop.

[C]

That's his job.

[A]

Yeah. So we had to shoot at 5am to at 4 hours because the pub was opening at 9:30am something. I might have those pretty late.

[B]

We only had a few missing the morning Commuters.

[C]

Yeah.

[A]

87 pints you went through and nobody drank.

[C]

Oh, what a waste. Because at a certain point the adjudicator is like, this can't. This is a bad representation of blast off. Pull it.

[A]

Pull out down the sink.

[C]

Pull it, pull it. Shoot it. Pull it. Yeah.

[B]

You were a professional puller at Boys on Gay Night at the Dick Layers. How do you be. How do you become a professional Guinness puller? You just like sick at pubbing and bartending and they're like, you join the team.

[A]

Guinness.com forward slash. I don't know is probably where you'd find out.

[C]

They go to school for that. I bet. Dude, that's like you get a master. You get your PhD in Ireland on how to pull the perfect pine.

[A]

Guinness pulling.

[C]

Yeah.

[B]

Was Guinness. I mean there's like so many highlights like that.

[A]

The.

[B]

The Terry Donovan highlight reel just goes crazy. But what has been the single best highlight of your time at Percy?

[A]

I mean, I think maybe the best. It's difficult to put a singular time to go right. That singular time is amazing. But I think over the last five years, I think I've been there. Everything that's been achieved from then to now has been bananas. From getting collaborations like Brighton, working with you boys, the likes of Ryan Reynolds, Bradley Cooper.

[C]

Sure.

[A]

Barry Keown. Big celebrity. The Rock. Big celebrities wearing the brand. Right.

[B]

Literally big celebrities.

[A]

And the Campari Collection, the three stars that we've now opened. Getting to work with Chris, who was like one of my best friends. And then I think overall of that, I think it's like the community that we've built. We've built a good community because the community isn't your customers. The community is you guys. It's. It's everyone I've met during my journey. It's the people that we invite into the store, all the events and parties. It's a good community.

[B]

But if you buy enough Percival, you're allowed to join the community.

[A]

Correct?

[C]

Yeah.

[B]

You can have a beer with us.

[C]

Yeah.

[A]

There's. There's no membership fee on this membership house.

[B]

What was it like? Is it tough working with your best friend? Like, have you guys ever had a fight?

[A]

No. Interestingly, we've never had a fight. I think we were very good at pushing each other's. We know how to make each other laugh very easily.

[B]

Okay.

[A]

Pushing the good buttons and I think

[B]

like pushing and pulling the good buttons.

[A]

It's, it's. It's difficult when we're sat in a meeting and it's a very serious meeting and if somebody says or mispronounces a word incorrectly, he will just look at me instantly because he'll know he'll get from me. So it's like I have to like just sort of like block him out of my light.

[B]

So you guys are the bad boys in the back of the classroom?

[A]

In a way, yes. And it's sort of like giving levity to the room.

[C]

Yeah.

[A]

But maybe sometimes I know when he's had enough. So I know when to. The team knows, not when to.

[C]

As well.

[A]

There's never been a huge. Maybe. I think there's been one.

[C]

Oh, a row come to blows, as you say.

[A]

Maybe like one sort of row.

[B]

Fisticuffs.

[A]

Never that far. Just maybe in a disagreement of pushing something, pushing each other too far, of trying to do too much.

[C]

Gotta know each other's limits, which clearly you do know, which is great.

[A]

Yeah, we do.

[B]

What's been the low light of your time at Percival?

[A]

It is probably like what we don't do enough and we being called out for it is just not celebrating the wins enough.

[C]

Oh, wow. Like internally.

[B]

Internally, you guys have bars in your stores.

[C]

You can just pull you the store. But that's for the. That's for the community, dude.

[A]

It's that like. Yeah, I think it's. We don't. We. We can launch something like Guinness and on the night go. Yeah, that was good. But then the sales will come like that. Sold out on the newsletter subs.

[C]

Oh, wow.

[A]

So before going live.

[C]

Yeah.

[B]

Wow.

[A]

Oh, and we come in on the. On the Monday morning and we go get it sold. Well, right, what we're doing for the rest of the week.

[B]

Do you guys have too much going on, you think?

[A]

Nah, because that's fun. We love. We love doing stuff. Like, we love putting stuff out there.

[B]

Right.

[A]

We love throwing at the wall. And if something doesn't stick, we won't then start having a go at each other for it. What we'll do is we'll pick it back up and maybe throw it again next year. But when some pajamas again. Pajamas. One more time. Let's go. And. Yeah, well, then. And if it sticks, then we'll back it. And I think that's where it comes from. Not celebrating the wins enough.

[C]

Right. So you don't dwell on the losses, but you're also on the flip side, not celebrating the W's enough. So you're halfway there.

[A]

You've articulated that a lot better than that.

[B]

Do you guys do, like a holiday party or something? Do you have a what, A holiday party? A Christmas party?

[A]

Yeah, we do. We have wacky.

[B]

Does it get silly?

[A]

Yeah, crazy, silly gooses. It used to get. It used to get real, real loose. Yes. In. I started checking out of the real loose ones.

[B]

Okay.

[A]

Yeah, yeah.

[C]

You're like, I'm getting too old for this.

[A]

Yeah. Like, they're just that, like, that hangover would.

[B]

Yeah.

[A]

Last for too long. And also, like, it's like, the Chinese

[B]

shop is closing soon. I want to get there. I'd rather go to the Chinese shop before, you know, instead of, like, go until.

[C]

Whatever. I gotta beat Big John.

[A]

But the big, big night now is the we do. So Chris's birthday also lands on Black Friday. Oh. So we do a big birthday Black Friday karaoke party.

[C]

Oh, nice.

[A]

Yeah. What's your karaoke song, Johnny? Be good.

[C]

Okay, so it's funny you should mention it.

[B]

What?

[C]

Crazy classic. Yeah, a classic from Crazy Terry. I feel like Oasis probably, right. Like, I would just assume.

[B]

Is it. Is it.

[A]

Stop trying to get UK culture.

[B]

Is it corny if. Is it corny if somebody puts on Oasis at karaoke?

[A]

No.

[B]

In the uk.

[A]

No, not at all.

[B]

What's Chris's go to?

[A]

It's. His last one was license. Oh, what is her name? License. License.

[C]

Driver's license. Rodrigo.

[A]

Yes. Yes.

[C]

Oh, my Lord.

[A]

And he sung it in like an octave down.

[C]

Oh, wow.

[A]

But everyone went wild for it.

[C]

Yeah. Well, he's the Boss, you gotta, you know, correct. It's like soccer, but karaoke throw. Gang boy, do we have a fun, absolutely usable advertisement for you today. We are pleased to be partnering up with Revolve man, the only website for shopping when it comes to the only podcast that matters. And I know you fools love to shop.

[B]

I may have missed Coachella one weekend one and weekend two. Larry. I bought some Bottega Veneta sunglasses to protect the peepers when I'm sitting poolside sipping on something neon blue and maybe later on munching on something neon pink.

[C]

Oh, thanks for evolve man. I acquired a little grail that I've had my eyes on for a long time. They got polo Ralph Lauren on Revolve and I finally got 100% cotton flag sweater for those chilly, breezy beach nights. Shout out to Revolve. They have styles that'll keep you elevated no matter what you are getting into this summer. Whether it's a big night out, a wedding, a trip, or you just need something last minute that actually works. Revolve man always has it. Go to Revolve.com throwing fits to shop and use code throwing fits for 15% off your order. It's free two day shipping with easy returns. It just makes everything easier. That's Revolve.com throwingfits and use code throwing fits for 15% off your entire order. And that offer ends soon, so do not sleep on it. Wait, real quick. Based on like this call out of Americans wanting to like get British culture, what do you think of the current Anglophile moment that. That has this extended moment from bloke core to Guinness to the Oasis reunion. Like, is that, does that make you proud that Americans are obsessed or bros are obsessed?

[B]

Or is it corny?

[A]

No, I don't think it's corny. Owl. I think now more than ever, I think we're embracing each other's cultures more than ever. I genuinely believe it. I think you guys can do it better than how we do it.

[C]

Really.

[A]

I think when you see what we need to learn from you guys is the, the hospitality of retail.

[C]

Okay.

[A]

And the retail experience of what you get here versus in the uk. I think from like a culture point of view, I think when we try to do US culture, it almost looks like cosplay.

[B]

Well, it's also funnier when we mock your accents.

[C]

Yeah.

[B]

When you guys do American accents, it's like, what are you. What are you doing? Johnny, be good.

[A]

Right? Just, just right. Let me just like there's two days when you were with me it was cringe and I had to pretend like it was funny.

[B]

There's Uganda or what too.

[A]

No, the first time you were over. Oh, and then Uganda. Because I would never do an American accent because I think it's really rude.

[B]

Can you do one?

[C]

Oh, come on.

[A]

Hey, it's me, Terry Deadass. Oh, what are you doing here?

[B]

No.

[C]

Cause you.

[B]

When we're new gone to you, like, yo, we're thinking about like we might be in New York. We're thinking of doing like a New York or to celebrate or market the pop ups, we might like do some sort of New York centric content. I was like, yo, Terry Deadass.

[A]

Hell yeah, it's me, Terry dead ass. Call 1-800-Terry-DAD. Oh, but you guys, right? Oh, and wait, you guys are the worst.

[C]

Oh yeah, you guys.

[A]

I mean, it's.

[C]

We want to do Austin Powers.

[B]

That was. That was peak Austin Powers in the homeland.

[A]

But it is absolutely brilliant. I love it. I think it's gonna make you swaggy, baby.

[C]

Wait, is there. Okay, speaking of the cultural exchange, is there something in England right now, like in. In London or whatever that is like an American export culturally that is really having a moment.

[B]

You mentioned Levi's. Yeah, like boys are fucking thing there.

[A]

But it's like. So Mason, there's a couple of, like there's a couple of brands. There's a. It's an American brand. Cherry Los Angeles.

[C]

Cherry Los Angeles.

[A]

I think they tell their brand world. Whether I'm gonna buy it or not is another question.

[C]

Right.

[A]

But the brand world is amazing. I think they do such a good work of what they do.

[C]

Yeah. Workwear for rich kids. Right?

[A]

It's it. That's where it is and that's what they do. And you see it and you're like, yeah, I get that. And they are American. Are they American?

[C]

Yeah, they're from la, right? Yeah. I think they're like Nepo kids from la.

[A]

But then when you then see real British brands trying to crack the US Doing a similar thing, it's like, if I'm coming here as a British brand, I want to celebrate the UK but through. Maybe I'll do it through your tone of voice. Okay. Necessarily me trying to do.

[C]

Or you'll involve us directly.

[A]

I just involve you. I wouldn't be doing. I wouldn't be sort of directly putting U S things on our product because we're not a US Brand, we're a British brand.

[C]

Right.

[A]

And I think it's quite nuanced, but for me, I'm not keen on seeing that. And maybe that's just me.

[C]

Right.

[A]

But I'm not keen on seeing British brands. Right.

[C]

It's an authentic. Yeah, yeah.

[A]

It's a trend thing. I get it. Right. Like Texan style is cool. Yeah, apparently. Yeah.

[B]

Sure, sure, sure.

[C]

Yeah. The wild, wild west.

[B]

Talked to Lawrence two months ago.

[A]

Yeah.

[B]

What's the most British about Percival?

[A]

What's the most.

[B]

How's Percival a British brand? How would you describe Percival's Britishness?

[A]

I think personal's Britain, British niche. I think it comes through in the content, how we shoot, where we shoot, the tone of voice, the language.

[B]

Cheeky.

[A]

Cheeky.

[B]

Some cheeky cons.

[A]

Not. Not wacky, but like tongue in cheek. Like me and Chris and the team live and breathe and are into menswear. We take on the suit and we do our version of the suit. We don't do navy suits, we do a forest green suit. So that's how we. That's how we, like, subvert it. Right. That's how we do our own take on it. We do a peacock, but we do our own version of it. We've got a. A waterproof jacket, which is the best waterproof jacket on the market, I believe, for the price. And England is known for the Macintosh, the Berberry jacket, and we've got our own version of it. So I guess that's how we try and tell that story for our product. That's fair.

[B]

Speaking of British American relations and both posi and negative, how badly, truly did tariffs. Did Trump's tariffs actually fuck up personal business? Or was that really just a chance for Chris to pout and whinge on IG reels?

[A]

No, no, no. Nothing will stop Chris from doing that. And good for him. I think not. Not that I think. I know. As soon as those tariffs came out, literally the day before, us customers just went, just, literally just gone.

[C]

Disappeared.

[B]

And that was a significant portion of your audience or your consumer between 25 to 30.

[C]

God damn.

[B]

25 to 30.

[A]

Yeah, man.

[B]

Holy.

[A]

I mean, so last year, I was. Sorry, remember last year I was talking to you guys about doing like an energy space. We're going to do like a mad little event.

[C]

Yeah.

[A]

We were then looking at. We were close to doing a permanent star.

[C]

Right.

[B]

That was the summer because he Liberation day was in. It was a year ago April, and

[A]

we were then looking at Los Angeles pop up with the optimist in la. So we had all of these, like, we had like two or three American collaborations that we were going to do and we had to just stop it all and put it all on hold.

[B]

Brutal.

[A]

Because they just went overnight. And part of it wasn't because our product was necessarily being made far east. We got a.

[C]

Of bunch.

[A]

Bunch of product being made in Europe and in the uk so the. The US customer could still buy it, but it was the confidence of the US customers to go, I'm not going to buy that now because I'm just going to get fucked.

[C]

Yeah.

[B]

Kind of what Trump wanted, is it?

[C]

Yeah. That's put pressure on you.

[A]

Right.

[B]

The whole thing was to buy American or to move manufacturing to America. I'm sorry, Buy American.

[C]

Press the little guy.

[B]

Yeah, yeah, yeah, sorry about that.

[A]

Well, you guys are back. Well, soon as like it was, the de minimis stopped. We're now back. That's coming. Those revenues are now coming back, which is great.

[B]

Sounds like brands also kind of figured out a way to like circumnavigate, like not necessarily loophole, but like this is it.

[A]

It made us then do a US entity. So we've got a US business here now.

[C]

Right.

[A]

Which we probably would have kicked down the road.

[C]

Sure.

[A]

But we've done that quicker. We'll get a US distribution set up a lot quicker which will help the likes of Nordstrom and our other US retailers that we have as well. So. Yeah, it's only a good thing in the long run, I guess.

[B]

Yeah. You're actually. You know what, you're welcome.

[C]

Yeah. Pine half full. Good take.

[A]

Yeah.

[B]

Sometimes the carrots, sometimes the stick.

[A]

Yeah. I didn't get my bonus, so. Thank you.

[C]

No Brokey Terry.

[B]

Yeah, we don't. It's an education free in the UK and health care. So. You know what? You're welcome.

[A]

Thank you.

[B]

In other spots, you've been at Percy for five years now.

[A]

Yeah.

[B]

Right. But you also told us that you've been supporting the brand and your homie Chris for 14 years. How much does he owe you for those nine years of free labor?

[A]

It's interesting because I've got it all tallied by notes. How much he owes me down to the pence. You know what? He owes me absolutely nothing because he. I'm now working from full time and we have a great time and he literally lets me do what I want. And so having a job like that and having the ability to hop on a plane over here, speak to you guys, go and see some people tomorrow and look at some potential retail spaces. Oh, CGN tonight.

[C]

Oh, like, yeah.

[A]

Do you know what I mean?

[C]

It's invaluable.

[A]

Like. Yes, I went to see Michael Fisher and his beautiful partner, Michael McCarry. So it's like, yeah, I'm hanging out. I'm getting to do good stuff. But it does turn into something.

[B]

Did you ask him if Jon Ham wants to come on throwing fits?

[A]

I did ask him.

[B]

And?

[A]

And he said he will let me know and I will let you know, Hamster.

[B]

So that is.

[A]

That is fine.

[B]

Listen, I sat next to Jon Hamm. I was in the box next to the was open and that man was getting after it.

[A]

What guy?

[B]

Yeah.

[A]

Did he smell good?

[B]

He looked great. Probably smell great too.

[C]

Yeah.

[B]

And James Marsden was chilling with him. I wonder if they were, you know, in pre production for new season to your friends and neighbors. Now he's on there, probably. See, we're ham guys.

[C]

Yeah.

[A]

Connectors.

[B]

We're ham guys.

[A]

Yeah.

[C]

Big ham guys.

[B]

Have you ever had aspirations of running your own brand?

[A]

I've had aspirations, yes. Would I ever do it? No.

[C]

Okay. You know too much.

[A]

You know too much. I know.

[B]

Why not?

[A]

I know far too much, you know.

[B]

You know how hard it is like being.

[A]

I don't want. I don't want the sleepless nights. I don't want the sleepless nights of knowing how the outlay to do a collection for one is so long. Right. Like from designing it to sampling it to then taking it to potential retailers for them to then buy it to then making it to then delivering it. And your. That is your cost. If I had all the capital of like five years, sure. And learning what I've learned and then not. And then I know we could then turn that into something. But what I enjoy the most is doing what I've done with Percival and doing what I've done with other brands and working for great people and putting them up there. Like even working for Raul at Exposure and working for the brands that he has. It's. That's where I think you sort of learn the most.

[B]

Does the whole notion of a don, does that come from Donovan?

[A]

Yeah, yeah, yeah, it does. Now I had to figure out, I

[C]

mean, slow on the uptake on that one too.

[B]

It does feel like, Terry, that you are like it. Like Lawrence said, dot connector. You know, a guy who knows a guy who knows a guy, you can figure out how to get it done. Right. If you weren't such a huge party animal in your youth, do you think you'd be more successful because you wouldn't have holes in your brain? Or did partying give you the networking connections that a guy with no discernible skills needs to thrive?

[A]

I think doing the parting I did Younger has got me to where I am now.

[C]

Wow.

[A]

And now I know I don't need to now stay out until midnight because nobody's gonna miss me at half past midnight.

[C]

Okay.

[A]

Like I. Because I've been. I've been there at half past midnight. One, two, three, four.

[C]

Yeah.

[A]

Rolling in the door and then showering and going back out to work.

[C]

Oh.

[A]

Not one bit of me did I go. I missed. Yeah. So and so that wasn't there at midnight. So I know that for myself now.

[C]

Right, Right.

[A]

I do think all that party in Younger can do that for you.

[B]

But the network that you created in the pub, in the club, like, those are the guys that you are now, like doing deals with now.

[A]

100. 100. Like goat Dean Walker, like, yeah, like those boys. So I was in. I was in pity this year and his first time in about four years since I've been. I just wanted to go and check it out. Do you know what? It was quite good. I walked into that main piazza. The two. The two brands that were there were Woolrich in Sebago and the Both look great. And for me that was like a return of hashtag menswear.

[C]

Okay.

[A]

Yeah. And that's like, I'm not hashtag menswear and I don't mean like three piece suits and knitted ties. I'm just meaning more like good workwear, nice shirts.

[C]

Classics.

[A]

Classics. It's what I love. So seeing that was nice.

[B]

Yeah. Did you see the Cucineli booth, mate? Dude, it's the best.

[C]

The doesn't exist without him.

[A]

They had this blazer, it was like corduroy denim. Oh, well, double breasted.

[C]

$7,000 minimum entry level.

[A]

Yeah. No, you didn't say there. 7,000 and change. Yeah. You boys. Why do you say 7,000 and change?

[C]

Like the term and change and change?

[A]

Don't know.

[B]

Talk to us about weird slang.

[A]

Hold on, we'll get onto that. Right, so like, so I was out. I was out in Pitti and I was out with myself and Paul, who's our product director.

[B]

We were the Diddler's Elbow.

[A]

I was at the Diddler's Elbow quite a few times.

[C]

The best.

[A]

The best.

[C]

The best.

[B]

That's where pity one more happens.

[A]

This is where it happens.

[B]

That's where the deals are.

[C]

That's a military tribunal of the highest honor.

[B]

That's Liddy Homo, baby.

[A]

And I said, it's circling back. Right.

[C]

That was the magazine he advertised for.

[A]

So then I said to Dean, I was like, oh, do you fancy getting dinner on like the Thursday night.

[B]

It was like, yeah, by the way, Dean Walker.

[A]

Dean Walker, yeah.

[B]

Currently doing his own thing, but was

[A]

just, I don't know, fucking and clothing

[B]

and clothing head men's Bayard and yeah, go like.

[A]

And like, we grew up together. We were at like retail stores back in Middlesbrough. And then he was like, yeah, let's get dinner. And then we. And I was like, I bumped into a few of the boys I can tell you about. And then we sat down at this dinner and I'm sat with Dean Tom Schadel. It was top man Browns. He's now doing buying consulting. What a job. Lee Goldup, who's ex Burberry. Chris Mack, who was global buying director of Harvey Nicks. And then Samuel Malley, who's buying manager. Chris Fisher, who was n clothing now at Browns. And I'm sat there with these lads and I'm like, we were all juniors and interns. Yeah. And now we're sat here having dinner, having beef, having red wine, candy and not. And I've not invited you here and given you a press release. We're here having a fucking nice time together and giving ourselves like a real good attaboy on the back and saying,

[C]

the Avengers of recovering alcoholics, dude. Incredible.

[B]

These were the guys that were rolling

[A]

in it from 1 to 4am and not. And we were all in bed that night by midnight. Beautiful, honestly.

[C]

And people say you can't grow up. Come on, guys.

[B]

I mean, I think real talk though, like, yeah, real spit. There's one for you.

[A]

Yeah.

[B]

A lot of times, like, the people you grow up being young, dumb and full of come with more ways than one. Boys magazine, Woody Homo. Those are the people you end up doing, like actual work with later in your career.

[A]

End of that dinner, Chris Mac, Harvey Nicks went, I've got a space in Harvey Nicks, Manchester. Do you want it for six months? Yeah.

[C]

Look at that.

[A]

Done that. Was that. That's paid for the trip.

[C]

Yeah.

[B]

Seal it with a little chin chin of the key.

[C]

And I mean, you surround yourself with people that you have stuff in common with when you're younger. Part of that might be partying and going a bit turbo, but ultimately, if those are good people, where are they going to be? Where are you going to be? Where are they going to be in 10 years?

[A]

If they survive. If.

[C]

Right.

[B]

If they know when to.

[C]

Fingers crossed. Right. If they know when. When to say no Jack, though, because, yeah, that's sick, dude.

[B]

Who were the most fun guys in the London menswear scene to party with? Who do you know is always just going to have a ripper of a

[A]

time with do you know what? And it's. And then you know him and he's the oldest one of the group, but he's so young. At heart is Raoul Shah. Yeah, he's like the East.

[B]

He could, he could still go for it.

[A]

So we missed the story. We were me, him and Chris, the

[B]

co founder of Exposure Agency.

[A]

Yeah. And he is just like. He's a fountain of knowledge and the calmest guy I know. He will just. You spend like half an hour with him, you will come away with a job or thinking about something. He's just an incredible dude. We went for lunch, me, him and Chris Gove and we sat down at The Chiltern Firehouse, 12:30, 12:35. These other lads are on the table next to us. Gareth Skewis from Palace, Anthony Rothschild. And we already know each other. And we all look at each other and go, oh God, this is not going to end well. This is like Activate December. It gets to like 2:30pm the person that they're with goes. These two tables come together.

[C]

Ah, yeah.

[A]

8:00pm that night.

[C]

No, stop it.

[A]

The rest. The restaurant waiter, who's our friend, he was like, do you guys mind moving. Mind moving to the bar? And we're like, yeah, absolutely not a problem. We moved to the bar. I got home and I checked my cab. 3:00am I got home. We started at 12:30. Jesus.

[C]

It was Christ.

[A]

Absolutely brilliant.

[B]

How many espresso martinis with tequila were consumed?

[A]

See, this is Raul's thing in it. Yeah, yeah, all of them. All of them were consumed.

[C]

Yes.

[B]

Because we are out of espresso.

[A]

There's none left. But yeah, there was, that was a good one. And it was Christmas as well, so we felt like we needed it.

[B]

Is children, is children back open?

[A]

No, no, no.

[C]

You guys burned it down, right? That was the thing, Right?

[A]

Funny you should mention it. Yeah, okay. Yeah, I think it's this year.

[B]

Allegedly.

[C]

Allegedly.

[A]

Allegedly.

[C]

Yeah.

[B]

You know, children, Firehouse Larry out for the reopening, please. Do you ever think we're gonna see DJ Melon T on the again? Speaking of return glorious returns. DJ Melon T.

[A]

DJ Melon Tea. Do you know, it was, it was a, it was a fun, fun time and I was earning some good money from it.

[B]

Really?

[A]

Yeah, yeah. So I was doing like. I was DJing Friday, Saturday nights before baby number one came and I was getting like 250, 300 pound a night.

[C]

All right.

[A]

Decent little places. And I was part of the circuit, though. I was part of, like. I had, like, three or four different residencies. Oh, wow. It was like disco house, hotel bars. Cool pubs, cool bars. But you have to be part of it. You can't just chip in and chip out.

[C]

Right, right.

[A]

You have to be like. You got to live it. You have to do every Thursday, every Friday, Saturday. And I just. And I need the kids to be older. Oh. I just want to do it to enjoy it. And I don't want it to be a.

[C]

Right.

[A]

A career, because. Yeah. I can't be. Yeah.

[B]

What was your other DJ name?

[A]

DJ Navanad. What is that Donovan backwards?

[C]

Very creative.

[A]

Yeah.

[B]

And how are the two aliases or Personas different from one another? So you could, like, double book yourself.

[A]

Yeah, he.

[C]

He went back to. Back with himself.

[B]

Next up, DJ Novanad.

[C]

Puts on sunglasses, a fake mustache.

[A]

I don't know. No, sorry. DJ Melanie was at festivals.

[B]

Oh.

[A]

So I used to. Yeah, yeah. So I used to DJ for a. A group of DJs, and we. We were the house of Beefy Melons.

[B]

So everyone's like, melon. A melon.

[A]

Yeah, it was. Yeah, yeah, yeah.

[C]

The Melon Bros. A real melon party.

[A]

But we had a 10 that was called Beefy Melons Temple of Love and Gratitude.

[C]

Wow.

[B]

That temple.

[A]

Oh, it was all beefy.

[C]

What was your go?

[B]

Chianti.

[C]

What was your. If you had to pick one, what was like your go to Banger to drop to get the party started?

[A]

Do you know what it was? It was probably like Diana Ross or it would be like. It would always be like. Like a prayer. Okay.

[B]

Yeah, yeah, like the Melon Tea remix.

[A]

Not even remix. I wouldn't even. Wouldn't even dare remix that.

[B]

Okay, good.

[A]

Yeah, but that intro.

[C]

Yeah, classic, dude. Classic jam.

[A]

Everyone,

[B]

we're gonna.

[A]

You're doing it too.

[B]

You're doing it too.

[A]

Well, sorry, sorry, sorry.

[B]

You're gonna think we're playing it.

[C]

Yeah. We're gonna get DMCA'd, Terry.

[B]

We want to zoom back from the past in the glory days of DJ Mountain T and take it to the present, because, you know, been around it, been in it, around it, doing it for damn near, what, 20 years now? 25 years.

[A]

Yeah.

[B]

Want to tap into that big brand of yours. What are the biggest menswear trends you're seeing in London right now?

[A]

Biggest menswear talks about, like, the American opilia. I think going back to what we're saying at. I think what we're seeing in London as well is people are starting to dress up a Bit like, even if you look at like the younger generation who are like the uniform display. Instagram account. Yeah. How they're dressing, it's like mad wide legs, but there's a shirt and tie and it's a. It's a suit jacket. Like, not really a hoodie in sight.

[C]

Sure.

[A]

But even we're seeing it within our own sales and within different shapes stores within our area. Or even if you look in that world, even walking around New York today, a lot of the visual merchandising will be echoing of what people are buying. And I think it's people going back to this formal way of dressing. Yeah. And you're seeing that come through a lot within. Within the London scene.

[C]

On the flip side, in that London scene, what does a fashion. A men's fashion victim look like?

[A]

Well, I think, like, we got. It's difficult this, isn't it? Because you always think of, like, when you see a fashion victim, it's like you're trying to cuss someone out or trying to almost pick on them. But I think a fashion victim is almost someone, I think, that's trying to. Trying to get into it. And I think only until you be a fashion victim do you start learning how to dress. Because it's about.

[C]

Yeah.

[A]

Proportions. Right.

[C]

Like, you're making an effort. You got to make an effort.

[A]

You have to go wrong a ton of times.

[B]

You can't knock them for trying, but you also got to kind of like bully them into, like, getting better. Yeah.

[A]

So the bullying side of it is when these dudes are seeing GQ account or in insert stylish account that are looking at trends. And the trend at the moment is sort of JFK Jr. Sure. And if a dude is seeing that, they're like, ah, I'm gonna dress like that. And it's like, not really. You shouldn't really wear a kangal. Yeah, you can. I'm not going to put anyone.

[B]

Are you seeing JFK Junior Juniors in London?

[A]

Uh, yes. And I don't think it's.

[B]

It's not like a vintage Prince Andrew or formerly known. Formerly known as Princeton. No. Like, is it like, you know, I mean, you guys have. That's right. The Kennedys were our royals.

[A]

Yeah. But I mean, it's in terms of like, was he cool?

[B]

Prince Andrew?

[A]

No.

[C]

Was JFK Jr.

[A]

Cool? Was he cute? Like, I don't know, like in the moment.

[B]

So Nick Wooster actually kind of. I knew him and he's like, yeah, it's kind of like just like goofy straight guy, but he was so hot that. Yeah, that's the thing. Right? He was so hot and so beautiful.

[C]

Fashion gay perspective was that he was a little. Yeah. Goofy the term. But I think that Cool hat. Women loved him. Women. Women loved him. Right. I don't think men were, like, obsessed with JFK Jr. Now it seems like he's finally getting his flowers from straight bros.

[A]

But you have to go through that, right? You have to. As a. I think you have to be a fashion victim to then learn our dress.

[B]

I think.

[C]

Yeah.

[B]

100%.

[C]

You got it. You got to.

[B]

You got to try. You got to fall, and you got to get back up.

[C]

That's a measured, fair take.

[B]

That's what.

[C]

Yeah.

[B]

Like a Prayer is about. What are you sick of seeing in menswear right now?

[A]

Maybe specific to London specifically? I think I am sick of seeing brands where you feel as though when you apologize for being a part of it or like, you have to apologize for maybe going in the store. Like, feel as though it's too much like a members oh thing. I don't think that's what menswear stars should be.

[C]

Right.

[B]

So this is the retail experience, specifically.

[A]

I think it's the retail experience, but also how. What the brands tend to stand for as well. Like, you can be a part of this, but you can't be a part

[B]

of it unless you buy it.

[A]

Unless you buy it. It's like, no, actually, you shouldn't be like that. You should. We. Your brand should be teaching how men need to feel comfortable and express themselves and learn how to dress and know the difference between a suit jacket that's a regular shot and a long jacket. I guarantee that 80 of men won't know what I've just said.

[C]

Right, right.

[A]

So, like.

[C]

Well, not the listeners of this show, but, yeah, the average guy.

[A]

Yeah, the average guy won't write. So it's like, you should.

[C]

You're talking about the education that should exist in retail.

[A]

That's, like, maybe a very nuanced example.

[C]

Right.

[A]

But I think don't put membership fees on the front of your menswear star. And I think it's a bit of a trend at the moment.

[B]

Really?

[A]

I think so. Yeah. I'm not going to. It's not. I would never name brands.

[C]

I do it right.

[A]

Because it's just not. That's not.

[C]

It feels very British. Like, you guys have all the private clubs already. Like, you know, like, I think it's

[A]

a trend of that.

[C]

Yeah.

[B]

I think Annabelle's for dudes.

[A]

Derek's. It's like it's Like a takedown of that because they were so on. Like, So I started there.

[C]

Right, Right.

[A]

And I still think it's a takedown of that. And people think that's cool, and that's how you get customers.

[B]

So it's like identity.

[A]

I don't think it's nice.

[B]

Identity by exclusion.

[A]

I think so. Yeah.

[C]

Hate to see that. Yeah, for sure.

[B]

Yeah. Very bummer. What. What is giving you hope in menswear?

[A]

What do you see that you like?

[B]

That is, you know, you hope catches on, is here to stay. Maybe informing the future.

[A]

I think it is men. Men dressing well again.

[C]

Yeah.

[A]

Yeah, I do. I'm like, I was part of that, like, hashtag menswear era of, like, double monk straps from Paraboo and a beautiful, like, wingtip shoe and, like, loving salvage denim and, like, having the two millimeter roll up.

[B]

Sure.

[A]

And. And like, I. I was obsessed with that. And for me, that's given me hope because you could geek out about that product and tell people about it and why I've not washed my denim jeans for 10 years. Right. Stinking up her in the freezer.

[B]

And now I'm gonna smell the cornflakes.

[C]

Yeah.

[A]

So I think. I think that's. That's what I love about menswear and

[C]

the focus on product.

[B]

Good products.

[A]

Good product. Yeah. Yeah. Like. Like, I'm gonna. I'm gonna spend. I don't have a huge salary, but I'm gonna save.

[C]

Right.

[A]

For a couple of months to get myself a jacket that's gonna last me years over just buying it from Shein and it. Right. Breaking. Yeah. Yeah.

[B]

Also, you guys have, like, the manufacturing history that's not just like hundreds of years old, but also, like, woe. And literally into the textile literally. Of, like, British society. We don't really have that as much as you guys did.

[A]

It's interesting. Yeah. In the north, denim.

[C]

Denim is the one thing that we have, or we used to have. Now it's all in Japan, honestly.

[A]

But which it's interesting because. And maybe that to do with. Because I grew up in the uk, I know a ton of supplies that I can speak to. And in the US Is harder to do because we were looking at doing a us made in US capsule, and we wanted to like denim with one supplier, some jerseys with another, some shoes of another. But the conversations were taking so much longer for something which is relatively a small drop. Yeah. The unit of effort wouldn't be worth.

[C]

Right. The juice is not worth the squeeze. There's another American for you.

[B]

Unions.

[C]

Yeah.

[B]

Right. Come speaking Northern England, what's the swag like in northern England?

[A]

I mean, right now I couldn't really put a specific. Yeah, it's, it's, it's. It's activewear.

[B]

Like Nike Tech fleece.

[A]

Yeah, it's, it's, it's still like the Roadman two pieces. It's like Post Corp. Yeah, it's like. But like, not in a cool way, I don't think it's like 100 tens. It's. It's very sort of like leisure wear, but stuff you'd wear to the gym but people are wearing on almost like on a night out. I think if you're looking like back in the day, it used to be a lot stronger. Like, my go to was like those denim jeans where the skinny at the bottom, then baggy at the top, like the deepest of V neck.

[B]

Oh, yeah.

[A]

Rosary beads, blonde hair to the side, like the. The tiniest of like plimsolls. Leather cuff.

[B]

Oh, yeah.

[C]

Wow, bro.

[B]

Top man core.

[A]

Top man car. All Saints belt.

[C]

Yeah. All saints for sure dog.

[A]

Yeah.

[C]

Studded leather jacket.

[A]

Fire.

[C]

This guy was putting that on.

[A]

Bring it back.

[B]

V neck down to the belly button. Yeah. Can you teach us some northern English slang that we can use and misappropriate?

[A]

So like, sorry. Misused, Misused. Okay, so like the northeast is made up of Middlesbrough, Sunderland, Middlesbrough, Hartlepool and Newcastle. And Newcastle's at the top before Scotland, north of the wall. Right. So Middlesbrough's sort of like towards the bottom of them. And as you go progressively up, which are all like only 30 minutes between each other, they get stronger. But like Middlesbrough ones are like, are we then? Okay, so are we then? So are we then?

[B]

How are we then?

[A]

Nope.

[C]

Are we then?

[A]

Nope. So are we then? Is shall we go out tonight? And you go, yes, but you go, are we then?

[B]

Are we then?

[C]

It's like andiamo in Italian, is it? That's what it sounds like to me.

[A]

Are we then? Should we go to the shops? Are we then?

[C]

Are we then?

[A]

Do you want to drink? Are we then? Okay, that's a good one. Another one is ma. And well, maison.

[B]

Right?

[A]

May as well maisoner.

[B]

What does that mean?

[A]

What do you think it means?

[B]

Ma? Well, I'm amazing.

[C]

How are you?

[B]

How are you? Are you also amazing?

[C]

It's not even slang. This is long as hell, boy.

[A]

So, like, if someone goes, oh, would you want some? Do you want pizza for dinner? You'd go, I may as well masoner.

[B]

So like, may as well.

[C]

Okay.

[A]

Yeah, as well. May as well, it's longer chippy. May as well maisona. See. Okay. Are we.

[B]

Then that's seven syllables.

[C]

Yeah. That's weight. That's cumbersome as hell.

[B]

Why don't you say I?

[A]

No, we go. Yeah. Oh, no, Newcastle say I. We go. Yeah.

[C]

Yeah, yeah,

[A]

yeah.

[B]

Is Dean's from Newcastle.

[A]

So Dean's from Red Car.

[B]

Okay.

[A]

Which is just on the outskirts of Middlesbrough, which is a rough seaside town.

[B]

Okay.

[A]

But he lived most of his life in Newcastle. Yeah. Yeah.

[C]

We're Nigel K. Born Newcastle. Yeah, yeah, exactly. We were in Newcastle. Seemed like a fun town.

[A]

Dude, Newcastle's great. School town.

[B]

School city.

[A]

Like the architecture is good as well. Like.

[C]

Yeah, it was cool.

[A]

Beautiful. I like it.

[C]

Yeah. Yeah.

[B]

How come you got rid of the Noel Gallagher hair swag and you went back to the sleazy slick back hair or. Which Gallagher were you. Which galga were you doing?

[A]

I wasn't. I cut it short for a very short amount of time. Good bangs at the bangs. And I've always wanted to grow it long. My wife always said, you've got. Your hair is too thick so it looks silly. I grew my hair long. She said, oh, he looked more handsome now.

[B]

Okay. And then it was hiding your face

[C]

because brush it all the way down.

[A]

And then I was. I did a boxing fight and I didn't want it long so I cut it off. And then she was like, you look ridiculous now back.

[C]

So.

[A]

Yeah, that was the only reason why

[C]

you live in your.

[A]

Yeah. Yes.

[B]

In charge. How badly have you gotten your ass kicked in this new boxing hobby that you've picked up in the last few years?

[A]

So I've only. I get my ass handed to me on a weekly basis in the gym by the lads I do the sparring

[B]

with, which is how you want it. Right. Iron sharpens iron.

[A]

Yeah. And surprisingly, it's not as bad as you actually think it is. We are a lot tougher. A lot. It's making sense now, isn't it? Yeah. Definitely not being hit.

[B]

That's the concussion.

[C]

Yeah.

[A]

We're a lot tougher than we actually think we are.

[C]

You talking about just getting punched in the head?

[A]

Yes, but it's.

[B]

It's.

[A]

It's really difficult to explain. I mean, you're wearing the big helmet. We've got everything on. Yeah.

[C]

Yeah.

[B]

But you won your fight.

[A]

That one. My first fight. And that was no helmet.

[C]

Right, Right. That was a real.

[A]

That was a real fight.

[C]

Not a sparring.

[A]

Yeah, that was not sparring. Yeah, you're correct. It was a real fight. And the Sparring was harder than the actual fight.

[C]

Oh, really?

[A]

Yeah.

[C]

We trained your training well, apparently.

[A]

Yeah. So that was. That was great. And that was incredible.

[C]

What was the purse for the fight?

[A]

Pine of Guinness. Okay.

[B]

What was going through your head when in the opening bell rang your first ever. First ever real fight?

[A]

Like, I had like a seven month camp.

[C]

Oh, wow.

[A]

It's like a. It's like a six week camp. Badly at this seven month camp. And I was like, so I'd like all the lead up to it, right? So I. And I know it's corny as, but I was like, I was thinking about. I was doing the. I was envisioning everything. I knew the arena. So I was. In my head, I was like, I know what the changing room looks like. I know what everything smells like. I was so happy with the training. I'd done everything I could. So if I lost, I would have lost happy.

[C]

Okay, but you won by one knockout. Tko. What was. Did you go to the scorecards?

[A]

It went. It went to the scorecards and I won because I knocked him down in the third round.

[C]

Ah. Okay. Unanimous decision.

[A]

Unanimous decision.

[C]

Making love.

[A]

I didn't. It was. It was a body punch.

[B]

Oh, liver shot.

[A]

Yeah, it was a liver shot. Yeah. Yeah.

[C]

Nice, dude.

[A]

Yeah.

[B]

Terry the body. Donovan.

[A]

Terry. Terry, you dancer Donovan.

[C]

That's what.

[A]

Yeah, that was the name.

[C]

That's what it is.

[B]

What was your entry song?

[A]

It was, it was, it was, it was, it was. It's completely gone from my. From my mind.

[C]

He blacked out.

[A]

The concussion coming in. Frankie Valley. Oh, Frankie Valley.

[C]

All right.

[A]

Not either, tiger.

[C]

May I recommend Rick Ross?

[B]

Yeah, some Lex Luthor.

[C]

Yeah. So that could be production.

[B]

Anyway, who in the London menswear scene do you think would be close? But you could ultimately kick their ass in the ring. Maybe we can throw some names at you and you can tell us if you'd beat them or not.

[A]

Oh, this is so nasty.

[B]

I mean, you're a trained warrior. Like, some of these guys are just like. Or.

[C]

Or who could beat you? What is your question?

[A]

Like, could anyone beat you? Everyone can beat me.

[B]

No, not in fashion Danny Lomas.

[A]

That would be a lot of fun. How? It would be just. Just eating the.

[C]

Out of Danny.

[A]

Just. Just.

[C]

He's got you.

[B]

He's got the reach.

[A]

He's got the reach. He is just. He's gonna be a lot of fun. It'll be a lot of fun.

[B]

Three stones soaking wet. I don't know what a stone weighs, but, you know, he's skinny, boy.

[C]

He's not Got a lot of them.

[A]

How many pounds? 12 pounds. I don't know.

[C]

Okay, so three. About 36 pounds. Yeah.

[B]

Magnus.

[A]

Magnus. I think meaning would have a good tear up.

[C]

Okay.

[A]

Yeah.

[B]

He's got you on cardio.

[A]

Yeah, well, yeah, he has. And looks and body.

[B]

Oh yeah, yeah.

[A]

And youth.

[C]

Yeah. But you got the grit.

[A]

What guy?

[B]

You've got the Frankie Valli.

[C]

Yeah, you'll always have Frankie Valli.

[B]

Do you think? I think Nigel Capone beat you up.

[C]

Oh, he's fit as now, mate.

[A]

I'm going nowhere near Nigel. Cave on. He'll come at me with his medicine balls.

[C]

Yeah, he's literally.

[A]

I don't mean those big thick brown things.

[C]

He has the, the 90s, 1950s like boxing gear.

[A]

Yeah, yeah.

[C]

It's like it's not regulation.

[B]

He's got his Japanese girls teaching him karate. You can laugh. It's okay. Perfect. All right. Any other menswear that guys that you think you could would be closed do

[A]

you know, interestingly, Magnus was the first one that come to my mind when you asked the question. Yeah.

[C]

You guys in the same weight class?

[A]

Because we're in a similar way when I, when I lose, when I'm. When I'm in training, we're in similar weight classes. I got down to like 12 stone. I'm walking around at about 13 and a half stone.

[C]

Okay. What is that?

[A]

So that's like kg. It was like down to like £80. I'm not 100% sure.

[B]

£190. Maybe sub 200. Under £200.

[A]

Under £200. Yeah, yeah. But Magnus was one that came to me because I know he would take it seriously.

[C]

Yeah. So 13 and a half stone is roughly 1. 189. 190. 180. Yeah.

[A]

Yeah.

[C]

I mean he might be. I don't know. You might be. You might. You guys might be like right there. But we'll set it up.

[A]

Chris. Magnus, always running.

[B]

Go on Chris, go. The goa.

[A]

He he he. Bamboo warrior. God, I've been cancelled.

[C]

He'd run circle.

[B]

He'd run circles around you.

[C]

Literally cardio.

[A]

He he. Those limbs are so long.

[B]

Hey yo. How do you know that he's a fit metal? Like he's a fit model for Percy. Speaking of doing battle, what are your predictions for the World Cup? Is it coming home?

[A]

It is 100 coming home. The only reason why it will not come home is because of the amount of travel that will needed to be done.

[C]

Oh sure.

[A]

Like the like east coast, west coast. Yeah. Up, down. That is the only reason why it won't.

[B]

What is like the. In the uk, what do you guys think of. I don't know when the last time you hosted, but like the absolute show that it's going to be in the US Seemingly.

[C]

So in North America.

[B]

Yeah, yeah, exactly.

[C]

In like three countries.

[B]

Three countries. What do you guys think of how it's supposed to go down? Like, what's the narrative over there?

[A]

I think the. The interesting. Right. The narrative hasn't really started yet because I think everything that is going on. Right. Is taking over the news. Yeah, yeah. And that's. And this isn't being discussed.

[B]

Right.

[A]

Like, it's not really being talked about. Like there's been some friendlies that are happening, which is fair. I think we're confident that we'll do well because we've got a new manager and the team got on well with each other and we've got a new manager in place that is like a tactical manager that will play, that will get the team working together. But it's interesting because the discussion hasn't started yet.

[C]

It will. It will soon. Right? Yeah.

[A]

Yeah. But I have got you guys a present which.

[C]

Oh, yeah, yeah.

[A]

Which is really.

[C]

Oh, you want to do an on. We're doing an on camera gifting.

[A]

Which is. Which is. Oh, which is.

[B]

Oh, NFL shirts.

[A]

Which is 2. NFL football. So that's what football is.

[C]

Giants. What do you got here?

[A]

Got you guys from my boys. From classic football shirts to get you in the.

[C]

Oh, look at that.

[A]

Usa.

[C]

Usa.

[A]

Usa.

[C]

First of all, the host countries are always automatically qualified, but like, I think the expectations for the US are. Are decent.

[B]

Are they?

[C]

Look at these. Shout out to shout out to the swoosh.

[B]

Classic football shirts.

[A]

I got your twinning so you'll both look absolutely brilliant.

[C]

Oh, yeah, dude.

[B]

Stars and bars, baby.

[C]

Yeah. Bab.

[A]

Ah. Welcome.

[C]

Thank you, brother.

[B]

You think the USA could win it all?

[A]

Win it all if. If, if Trump is your manager.

[C]

Yeah.

[A]

Which I'm sure anything can happen.

[C]

Drone strike the other team, dude, like out of. Kill him where they stand.

[B]

He did win, what, FIFA World Peace Prize or something.

[C]

Oh, that's right.

[A]

FIFA World Peace.

[B]

We got one. Do you guys ever get one of those?

[A]

We didn't. Unfortunately.

[B]

The amount of corruption that is coming out of the whole FIFA.

[C]

FIFA is even.

[B]

I know.

[A]

They're like, yeah, it's nuts.

[B]

The worst. They are the Brazil of corrupt option in terms of World Cup. But no, like, I think just today they were like everyone that bought seats premature or not prematurely that bought seats realizing today that they Got like completely scammed. Really? Like, yeah, they like, they bought like section B, row three, according to like the map that FIFA gave them. Turns out they're in like section Z, seat 69.

[C]

Brutal.

[A]

Well, the. Yeah, well, funny enough for the tickets, the only thing is that is coming out is the amount of money it's costing.

[C]

Oh, yeah.

[A]

Like a few. Few lads that I am mates with, they tend to go to every World cup tournament and spend like six weeks in the country and they, they look, they go to whatever game, right. Even if it's not an England game. But I think these prices just to go out there was looking at like 25 to 30 grand.

[C]

Yeah.

[B]

Or you got to go to Dallas, which is just.

[C]

No even. See, even. That's the thing. Like, even these seats that are fake, seats that suck, you can still resell them for like five racks. Dude, it's crazy.

[A]

It's. It's. It's nuts. Yeah. 25, 30 grand just to go and watch some football.

[B]

Soccer you got to go watch in Mexico. That's where you got to go.

[A]

Correct.

[B]

The new stadium has. It's like a hundred thousand capacity.

[A]

Is it really?

[B]

Yeah, some buddies were just there last weekend or two weekends ago. They went to a friendly.

[A]

But even getting out of there, 100,000 people.

[C]

Yeah.

[A]

It's still my watch.

[C]

When we were, when we went to. When we were in Manchester and we went to a match at Old Trafford to see the Red Devils play, like, getting out take takes 45 minutes to an hour and you're surrounded by. It was after a win, too.

[B]

Thousand white men singing the same nationalistic tunes. Not fun.

[A]

Yeah.

[C]

Oh, I was gonna say great time.

[A]

That stadium is sold. It's.

[C]

Oh, yeah.

[A]

Real, real old.

[C]

The theater of dreams is due for a facelift.

[A]

Yeah.

[B]

I meant just 80, 000 white men all singing in unison can be kind of scary, period.

[A]

Yeah.

[B]

History is any indicator. How do we do soccer hooliganism?

[A]

How do you do soccer hooliganism? So first of all, you need to delete your soccer chants that you have at the moment. Okay. Because they're. They sound embarrassing.

[B]

What even are they like?

[A]

I mean, there was.

[B]

Hey, Goldie, goalie's got a big butt.

[C]

Yeah.

[A]

Was it. There was. There's. There's one where it's a guy so at the front and it's die or play. Die or play.

[B]

Okay.

[A]

And he's got. He's trying to get the whole stadium to do this.

[B]

That is this like mls. Like, this is.

[A]

Yeah.

[B]

Ass this cheeks.

[A]

It is. It is I'm not a fan. But. But the first thing for like hooliganism is. And this is like a real, like, so listening, because this is the one. Have to wear pink. Yeah. Have to wear pink. Like, hooliganism is all about, like embracing feminism.

[C]

Okay. I thought you were serious.

[A]

Oh, you do? Yeah. What do you mean? I am being.

[B]

That's why Inter Miami's so good at hoganism.

[A]

All right, so you have to. You have to. Have to wear pink.

[C]

Sure.

[A]

You. You have to like, really love the other team.

[C]

Oh, sure.

[A]

Yeah, yeah, yeah.

[C]

So you kill with kindness.

[A]

Kill them with kindness. Like, and if the other team scar, cheer for them, that will do. That'll go. Really.

[B]

We're just hoping nobody. We're just hoping nobody gets hurt.

[A]

Right.

[C]

Oh, and that everyone has fun. Most importantly, we just want everyone to have a good time.

[A]

Everyone.

[B]

And that is everyone gets a medal.

[C]

Yeah. Everyone gets a flare and everyone gets a trophy.

[A]

Pink flares.

[B]

Yes.

[A]

All right. And I mean the bell bottoms. Right. So right when you're next in the uk, bring your friends along to the next like Manchester Liverpool game.

[C]

Sure.

[A]

Wear your pink stuff. Wear your pink flares. Make sure that the other team do really well and use will really fit into the hooligan.

[C]

Got it.

[B]

Why don't you get a Percy box going and we can stat staff it out or, you know.

[C]

Yeah, Mexico sounded like a great idea, honestly.

[A]

Yeah, well, they could. Could be something coming our way. But we don't want to.

[C]

Right. Big things coming. We'll leave it at that. Yeah, yeah, yeah.

[A]

There could be something.

[B]

Yeah. All right. Terry, what is the one piece of clothing you wear the most besides your pink flares when you're doing hoagies?

[A]

So now I've got my barber jacket back in my life. I haven't had it off for about two weeks, but I think the one outside of that. Are these Blundstone boots.

[C]

Oh, yeah.

[A]

They're my rising signature.

[C]

I've never not seen you in blunt. Yeah, yeah.

[A]

Like, they're just brilliant. Yeah, they're just wicked. They are. They're cheap, they're comfortable, they're well priced, these. I've had them for four years. I haven't re upped on these guys.

[B]

Wow.

[C]

Really?

[A]

They're doing real well.

[C]

Yeah, they're holding up.

[A]

Yeah, yeah. They're holding the chiseled toe.

[C]

Honestly, again, like, because you see a lot of Blundstones in Brooklyn especially, and everyone's got like, whatever the OG model.

[B]

This is a way switch it up.

[C]

It's like an RM William. Same thing. Some. Maybe you want to go for a chiseled toe.

[A]

It is. And it's like, I didn't want to get the. I didn't want to jump on the. Our La Gacha boot.

[C]

Oh, the cameo. Yeah.

[A]

Everyone was getting on it, so I was like, right, I want to sort of have something a little bit different.

[B]

Yeah, love that. I think the answer to this is going to be a pretty low number because you have been wearing the same shoes for four years. But how much money do you make?

[A]

I will not answer.

[C]

Okay.

[A]

That question.

[C]

Typical Brit.

[B]

Doing all right? Doing good.

[A]

Yeah, I am. I am.

[C]

Kids are eating.

[A]

The kids are eating.

[B]

Kids are eating Chinese with General Bosch.

[A]

We've got it. We've got. We've got a good. We've got a good. We've got a nice car. Oh, what's your nice. Volvo XC90.

[C]

Oh, a Volvo spaceship.

[B]

Swedish.

[C]

Swedish spaceship, dude.

[A]

Yeah. Yeah.

[C]

Wait, what is. But can you. What is Bosch like? Bosch is just like an emphatic, like, celebratory thing. Like, what is Bosch?

[A]

So it's like, it's like anything that's like. It's like, yes or like, hell, yeah, let's go.

[C]

Was Bosch lfg. Okay.

[B]

And it's universal because you have John Bosch the goat and you have that right wing tosser. I don't know if that's a homophobic term or not, but that poofer. Is that a homophobic. You guys are masters of homophobia. I don't know how you do it.

[C]

Well, they know. They invented it on the. In the Navy.

[B]

That guys.

[C]

The Brits invented it.

[B]

Yeah, that's right. No, the Greeks did. But that.

[C]

Oh, true.

[B]

The right wing guy. That's also like.

[C]

He just perfected it Friday, having a pie in the garden.

[B]

Got it with me. Mrs. And then he. He cheated on her with, like, somebody else and exposed. No. Right.

[A]

Who?

[B]

You know what I'm talking about. Who's this guy, the other Bosch guy?

[C]

Nigel Farage.

[A]

Oh, it's. Oh, he. Oh, what is his. He was on the Apprentice.

[B]

He sucked, bro. He's the most punchable face of all time.

[A]

He's got blonde hair.

[B]

Yeah.

[A]

What is his name? Yeah, he cheated on.

[B]

We made it to Friday.

[C]

Thomas Skinner.

[B]

No, he's. Wait, yes.

[A]

Yeah, yeah. Thomas.

[C]

Thomas Skinner.

[B]

Skinner.

[A]

But what. But what?

[C]

Thomas for Skinner.

[B]

Look at his.

[C]

This guy's cornball. So this guy's a bad guy. We don't like this guy.

[B]

He's terrible.

[A]

Yeah, he's not good.

[C]

He's from Romford He's a businessman. He was on the 15th series of the Apprentice.

[A]

Yeah, he's not great.

[C]

He was.

[B]

He's like a. He's like a family values guy, but then got outed for like cheating on his misses.

[A]

But now his misses but now the new Bosch, he's now. He's now boshed it back to the Premier League and you can use it and you're not sort of like sitting on that side of the fence anymore.

[C]

Okay.

[A]

Yeah.

[C]

Thank God.

[B]

With General Bosch.

[A]

With the General Bosch, who is a

[B]

fan, is a friend of the show and he.

[A]

His son is a very, very good boxer.

[C]

Yes. Right.

[A]

The Romford. The Romford Bull.

[C]

It's a talented family dude.

[B]

They're both from Romford.

[A]

Yeah.

[B]

Both Boschers.

[C]

I must be. It must be a thing, right?

[A]

I think, like, I'm not like a London boy, but I wonder if like it was a.

[C]

When you get born, that's what the doctor says.

[B]

Yeah. It's a healthy bosh. Yeah. What is the dumbest purchase that you've made recently, Terry? Terrence.

[A]

Dumbest purchase that I have.

[B]

Very short for Terrence.

[A]

It is. Yeah. Terrence Terence David Lee Donovan.

[C]

Wow.

[B]

David Lee. David Lee Van Halen.

[A]

Is he. Is that his as well? Right?

[B]

Yeah, that's the lead singer Van Halen. Right.

[C]

David Lee Roth.

[B]

David Lee Roth.

[A]

Similar, right?

[C]

Yeah. I mean, two out of three ain't bad, you know. That's a great name.

[A]

Like the dumbest. Yeah. The dumbest purchase recently and I'm really happy with them, but I got sucked into the duties. I hate duties. Yeah. And I paid them and I wish I didn't was the sort of them. They were a pair of shoes from that French brand Brute.

[C]

Oh, yeah, they have a Brute archives. There's a store in New York area.

[B]

There's a line down the block every day.

[C]

Yeah.

[A]

Good for them.

[C]

They're the hot. They're the hot new.

[B]

It's like a New York workwear for rich kids. It's like Los Angeles New York.

[A]

Yeah. Right.

[C]

But yeah, their footwear is cool.

[A]

I got a pair of their shoes and then I. I got sucked into the like. Like paid nearly double the amount for the duties and I wanted them and I did it and I. They came. I was like, that's a nice shoe, but I shouldn't have paid for those Juice.

[B]

You really couldn't have gotten something similar from retailer or brand in the uk?

[A]

This is it. Yeah, exactly. That's why it was.

[B]

Oh, like they are that singularly.

[A]

Yeah. They could. Well, it's just a generic black shoe, a bit of a chunky sole.

[C]

Is it the low top kind of low top? It's a low top with the webbing where it's like. It's an old paraboot style that they redid. Said you could have come to New York and bought them right now and taken them back with you.

[A]

I mean I could have inserted several different brands that I could have gotten. Yeah. Do you know what I mean? Instead of getting them. And I didn't. And that was why it was a.

[B]

Those are cool though.

[C]

They're cool.

[A]

Yeah.

[B]

Do you find yourself getting as. As a marketing master, do you find yourself getting suckered in by good marketing?

[A]

I can appreciate good marketing and not get sucked into it because I can see what they're trying to achieve and I know how hard it is to try and get cut through in today's noise.

[B]

You're like Neo in the Matrix, except it's just pitch decks.

[A]

Yeah, in a way. Yes. But when it's done and it gets cut through and it's disruptive, I can appreciate and I won't get sucked into it, but I can then use it and then look at and go, wow. Well done for how you've done that because sometimes in today's mad content world when it happens, it's a real unicorn moment.

[C]

Game recognized game. That's another one for you.

[B]

Boom. Do you find that Percival, like you again, you kind of leaned. Were early in leaning into like the content creator world. Do you ever get like not icked out by. But you're like I don't know if this is as effective as maybe it once was. Like is it waning in. In power and influence like the.

[A]

Yeah.

[B]

Influencers and content creator.

[A]

I think like the question, you said a question earlier and I think this might, might answer it better in terms of like this. Do you ever get picked up by some of the content you produce or what Chris's ideas and you have to rein them in where I think now it's like me and Chris have purged our own content and our own tick tocks because it's like that mad cringe. Why were we doing that at that time? But really you're doing it because you want to test how the algorithm is going to react and how you put that content out there. But you do it and you're like you've sort of sold yourself a little bit by putting it out there. So you do have to then go back over and sort of get rid of it. Because I wasn't best pleased with it, I guess. Or it sort of cringes me out and I don't want people to look at that.

[B]

And.

[A]

But even though that's like such a. Why be bothered at the same time? But to answer the question, we are constantly. I'm constantly looking at and going, should we, shouldn't we? And maybe sort of taking it too far. And sometimes you just gotta let go.

[B]

Yeah. Also, if you do it, you won't know how it feels until you do. Or if you don't do it, you won't know how it feels until you do it.

[C]

You'll never know.

[B]

Oh, actually that was. Felt gross. Let's not do that.

[A]

Yeah, exactly.

[C]

It's cornier to be like, this is a. This is something I would never want to even try. Right. Like, I think it's, it's. It's more impressive to try it and then realize, okay, now we know versus I'll never do it.

[A]

Honestly, that's it. Like, it's. Give it a go. If it doesn't work, then you give it a go. Yeah, yeah, yeah, yeah.

[C]

Come on, lads.

[B]

But do you find yourself getting sucked in by good marketing and, like, making purchases, you know, forget the product, you're like. And then you're just like, why did I buy this? Oh, because it looked sick on Instagram reels or something.

[A]

I think only up until about 12 months ago. Like, it has to. Has to really, really, really, really look cool for me to get sucked into it. And I want to go on a journey to then find it as well. I don't want to discover it easy. I don't want it to. I don't want to click the link and have the ability to buy it.

[C]

You're gonna wait two years for the barber?

[A]

Yeah, things like that.

[C]

Like the hunt.

[A]

The hunt. The last hunt I remember was like, I discovered what Charve shirt was on here. Yeah.

[C]

Okay, well, nice.

[A]

And I was like, what is this? I seen the cut of it. And I was like, I'm into that cup, right. I want to get one. And I've. I've bought about three or four and I still not yet found one that fits me to how I want it fitted.

[C]

Damn. You're buying them like the vintage on

[A]

ebay or Vintage on ebay.

[C]

Yes.

[B]

When you're. You go to Paris mtm.

[A]

It's.

[C]

It's so expensive, but it's sick.

[A]

I'm still.

[C]

It's like a birthday. You could do birthday presents yourself.

[A]

But that's what I'm into. I want to do that now. That's what I want to get something to do rather than just doing instant purchase.

[C]

Right, right, right.

[B]

Apple Pay.

[C]

It's the ethical way to get. To become a nerd about clothes.

[B]

Right. To some degree. Is there anything you refuse to spend a lot of money on? You're tight. Tighter than a frog's ass with probably.

[A]

I know it sounds like completely anti what this is all about, but clothes.

[C]

No, I think we're the same, right?

[A]

Yeah. Like discerning. Yeah.

[B]

Because I get free personal.

[A]

But this is it. Right. And like, I'm. We're making clothes that I want to wear that I like and silhouettes that I vibe with.

[C]

Yeah.

[A]

Like, I know 501 vintage fits me.

[C]

Right.

[A]

I know the black bunstone looks good on me. I know a black bass region shoe looks good at me with a certain trouser. I don't need to do that now, but it took me 20, 25 years of being into it to get to that point. I've spent all the money in the world. I've spent too much money and turning things.

[C]

We all have. Yeah.

[A]

You know what I mean? So now I don't need to. I think what I like spending money on now is good holiday, a beautiful bottle of wine. I think a really good bottle of wine.

[C]

Yeah.

[A]

I really love a good bottle of wine and enjoying it and saving on these days.

[B]

What region of the world are we supping on?

[A]

A white Burgundy. Oh, a white Burgundy.

[C]

You would like a white Burgundy, wouldn't you?

[B]

Before, you were sipping on fine white Burgundies and buying Charvet shirts by the handful. Besides posing in underage men's magazines, they were.

[A]

They wear a veg. Let's carry on.

[B]

Yeah. Oh, I guess it's different in the uk.

[A]

Yeah.

[C]

That's Prince Andrew.

[B]

Are you in the Prince Andrew files? What was the brokest behavior that you indulged in as an adult when you were maybe trying to find your feet as a young Go hard in London.

[A]

What's broker's behavior? Give me what does define, like ice

[B]

cubes, ice cube soup, mayonnaise sandwiches.

[A]

Oh, mate. The freaking super noodles and baked beans together mixed together.

[C]

Ew.

[A]

Yeah.

[C]

British ramen.

[A]

That's fusion breakfast beans. But breakfast beans.

[C]

I mean, super noodles are delicious, dude.

[A]

Like, I used to. I used to. Oh, my God. I used to bulk buy. I. I would do like six slices of toast for breakfast and then I'd. If I had enough, I'd then have it for lunch and then I'd do the same for dinner just so I could then have Enough money to then go and buy myself a nice jacket.

[C]

It. Right, right, right.

[B]

Yeah, for sure.

[A]

I was like, yes, Super Noodles and beans. And I buy it, like, by, like, you know, you can buy, like, the 24 pack of both of them.

[C]

Yeah.

[A]

And then that would last me for 24 days.

[C]

Sure.

[B]

Of course. As a smack.

[C]

Yeah, bro.

[B]

Well, you've come a long ways, Terry. You've come a long ways from Soup and Noodles and beans to coming on to the only podcast that matters. Before we get you out of here. Yes, we'd love to know, longtime listener, long time homie. Do you have any constructive criticism that you would like to give us?

[A]

Saw. Right. And this is from the bottom of my heart. Right. Genuinely and yes. Long time listener. Fashion bros. Yeah, right.

[C]

Oh, gee.

[A]

Failing upwards, throwing fits. I have got zero to give you because you guys have been my weekly tuning the community you boys have built.

[C]

Thank you.

[A]

How you talk to your guys. Understanding how you talk to them. When people first listen to you, they're like, these are like, no, this isn't. This isn't right. No, no, no, no, no. Listen to it. They're not. They're not frat boys. They're taking almost the piss out of that. Like, that's not what this is.

[B]

They're teaching neurodivergency. Is this.

[C]

Yeah.

[A]

You boys so, so.

[C]

Well, thanks, man.

[A]

Thank you. I've got zero.

[B]

All right.

[A]

Don't stop it.

[B]

Maybe keep it going. Be better at soccer. How about that?

[C]

Yeah, you boys do be better at the footy, man.

[B]

Terry. Oh, where can the kids follow you?

[C]

What do you want to plug? Yeah.

[A]

Oh, the plug. Terry Donovan, 1987. I'm not 40 years old yet, so 1987 will make me 39. And it's not there just to say I'm not 40. I'm genuinely.

[C]

Well, it worked for 39 years. And the handle is.

[A]

But, yeah, that's the handle.

[B]

Follow this man on just ig. Tik Tok.

[A]

Nah.

[B]

Facebook.

[A]

No, definitely not.

[B]

Do not follow this man on Facebook.

[A]

I have not been on Facebook for about maybe 10 years.

[B]

Yeah. The personal is Dusty Percival.

[C]

Website is percival claw.com clo. You guys got to get a better URL. Dog.

[A]

Hey, do you know. So the guy wants, like, half a million.

[C]

Yeah, that's. What's.

[B]

What is.

[A]

Who is he some dude?

[C]

Some squatter?

[A]

Yeah, yeah.

[C]

What.

[B]

What does Percival mean?

[A]

Chris is his granddad.

[B]

Oh, okay.

[C]

Percy.

[A]

Percy X spy.

[C]

Wow.

[B]

What?

[C]

MI6.

[A]

Yes. And him and his. So Chris and his cousin. At the moment, they are pulling together like a whole bunch of archive from their nan that they've got and they're writing a podcast about him. Oh, and they're like Chris's cousin works for Channel 4 oh News. So he has access to go and do like, he can get funding to then go and do like bunch of interviews with people that he used to.

[B]

Did he kill any reds?

[A]

This is what we'll find out in the book.

[C]

So the name's good by the way.

[B]

Percival.com it brings you to percival.vc and the only link is an Instagram which brings you to some tool bag named Brock Pierce who has 132000 followers. That's a lot. And he's followed by Paris Hilton and

[C]

4G seller and has three fake magazine covers that he, he made for himself as if it if he was celebrating his bar mitzvah like a 13 year old Jewish boy.

[B]

No, he's on Rolling Stone Arabia.

[C]

Brock on the COVID Oh wait, this is real.

[A]

Maybe.

[C]

No way. What's Rolling Stone? Arab.

[B]

I mean maybe turning Puerto Rico into a digital paradise. Building utopia is where tech meets soul and Hollywood fame. The blockchain fortune. This is a crypto guy with the worst fit I've ever seen in my entire life. Fuck this guy. Go to percivalclo.com yes please. Terry Donovan, 1987 Terry. A goddamn motherfucking delight. Thank you for coming onto the only podcast.

[C]

Thanks buddy.

[B]

Chef, take us out.