Exclusive Interview with Sergio ‘WhatMyBoyfriendWore’ Ines – Part 2

Exclusive Interview Sergio Ines ‘WhatMyBoyfriendWore’ Editor tells us how he started his business and career [Part 2]

Were there any times where you felt uneasy/ insecure/ unsure of where you were headed? 

Not at the beginning no. It was a hobby and it was on my terms, so the pressure was less than zero! The last 2 years have had a lot of uneasy moments, the whole ‘industry’ has changed, the platforms have changed and audiences have changed. You’re only as big as your voice (or your audience really) so with restrictive algorithms and people reaching content saturation, I often feel uneasy about where it may all end up.

How would you describe your passion? 

I’ve always had a passion for dressing up. Since I was in school I would look forward to ‘civy’ days where we could wear whatever we wanted and so would plan my outfit all week long. I took great pride in my appearance. Today I’m no different, I think dressing appropriately is a sign of respect to the people you are with. My passion in doing things properly never stops I’ve recently grown a passion for the art of classic cocktail making that I’m currently exploring. In the end, this translates to sharing my passion with others and hoping they will be inspired to dress, eat, drink and travel better.

If you were to give the 20 year old Sergio advice, what would it be? 

Wow, that’s tricky. I have very few regrets in life so nothing I would have wanted to do differently. I’ve always had a strong work ethic so have always hustled hard to achieve my goals and always kept moving those goal posts. I may have told myself 5 years ago to hustle a little harder and take my passion a little more seriously, it would have given me that little extra boost I think.

What does raising the standard mean to you? How would you define excellence?

I have a bit of a bad reputation for unreachable high standards, to be honest. I’ve always believed if it’s not better than what you did yesterday then you’re not moving forward, you’re not even standing still, you’re just moving backward while everyone else is moving forward. Raising the standard is simple, you just need to be better than yourself. I’m not sure that excellence can be defined, we all have our own level of excellence and really, it should never be reached.

What’s your next big move? 

I don’t know if I have a ‘next big move’, this industry is too fickle to plan so far in advance. I do have a couple of things I would like to expand into though. I would love to get into video ( I think that’s where everything is going) and I would love to bring my passion offline into limited ranges of gentlemen accessories. There are a lot of pots on the boil at the moment.

What advice would you give to people who are looking to make their next big move? 

I give the same advice to everyone who wants to start blogging “don’t be afraid of hard work”. It really is as simple as that, and I don’t think it just applies to my industry, I think it’s true in making a success of anything in life. This profession can be very rewarding, my biggest reward is having a follower tell me I inspired them to dress or live better, it makes me feel like I’m doing something people enjoy. Unfortunately, it can also be very capricious and that sudden change in what your audience responds to can be a very difficult thing to deal with. In the end, you need to stick to your guns and be true to your vision through it all.


Threads Team

We believe in change. We believe in leaving a lasting impact. That's why threads mission is to empower the next of South African fashion entrepreneurs by providing them with the tools, resources, and networks to run a sustainable business operation and thrive internationally.