An Interview with Paul Munford of Munford PR

Paul Munford, founder of the blog Components of Enthusiasm and more recently Munford PR, was kind enough to speak with me recently to give me his two cents about menswear, good stories, and how blogging has empowered the masses.  He’s an interesting, gracious guy with a huge passion for what he does, and some not-unimportant people have taken notice.  You should too – Enjoy.  

Tell me a bit about your background and how you got involved in the menswear scene?

In February 2009, Components of Enthusiasm was how I got my start.  I was pretty much fresh out of college, and I found the rising menswear blog scene, like Hypebeast, ACL, Selectism, and others very interesting.  I’ve always been more of a writer and drawn to clothing more than any of my longtime friends, so I figured I had a perspective to contribute, and that’s how COE was born.  In the beginning, I started out by writing my thoughts on the concepts behind certain menswear collections that caught my eye, as well as historical profiles on the heritage behind certain brands that had gone astray, like Abercrombie.  Later on, I started reaching out directly to brands that I was feeling and fellow menswear bloggers that I kept in touch with, doing interviews on the designers behind these brands, as well as personal style stories in collaboration with other menswear bloggers which people seemed to like.

How did COE evolve over the years and what do you think you learned from the experience?

I think one of the best things I learned while writing for COE was the fact that I realized that I could have some real influence.  It’s an addictive feeling to have the hard work that you put into interviewing the people behind different brands and taking pictures of the products and writing about all of that and having it be highlighted across the internet…that’s super addictive and it’s a great feeling.  I think I also learned that when you’re genuine and you present content that’s original, people love it.

 

In my mind it’s like if you’re thinking to yourself, “Ok, this obviously needs to change, and I know I can do a better job at it,” then, dude…be about it!

 

What sparked the idea for Munford PR?

I love the idea of creating a story, message, or an image that sticks.  Something that resonates with people.  I like to observe and then present a perspective that kinda causes people to consider other perspectives or to analyze the actual value of the current trend of the day.  Personally, I’m extremely analytical, and I’m constantly thinking of how I can make things better.  In my mind it’s like if you’re thinking to yourself, “Ok, this obviously needs to change, and I know I can do a better job at it,” then, dude…be about it!  It’s as simple as that.  With menswear PR, there’ve been a lot of things under the radar that people have been grumbling about.  Things clearly needed to change, so I decided to do something about it.  I’m all about offering simple solutions to annoying and persistent problems.

And ultimately what made you choose PR over the other various segments of the industry (design, journalism, etc.)?

I’ve actually dabbled in design on a personal level over the past year, I just haven’t released it to the public.  Design is definitely something I plan on pursuing more publicly down the road, though.  But yea, basically the reason I chose PR was because I’m always looking for things that are unique and trends that actually carry some gravity, and I enjoy thinking of the best ways to draw attention to these things.  I also love looking for brands that are under the radar and have phenomenal products and stories, and then telling people about them, trying to open people’s eyes a little bit.  Owning my own PR firm allows me to do this, and I have complete control over who I work with.  It’s a passion thing…I can choose the things that I’m passionate about and filter out the rest.

In a nutshell, Munford PR handles a lot of things regarding publicity and brand development, but generally speaking–and things vary from client to client–I make sure that the clients that I work with receive the media coverage, in print and online, that increase recognition and awareness of their products, projects, or brand.  I help them sharpen their image and their message, and I make sure that their products receive high-quality, extremely targeted coverage that has a much stronger effect on success, and not just coverage for quantity’s sake.

 

I look for clients that are refined, simplified, and have a certain level of natural elegance to them.

 

Guys on the product and retail end of the industry consistently tell me that their customers know (or think they know) more than ever.  What role do you see PR and brand management playing in this age of almost hyper-educated consumers?

If anything, it makes my job that much easier.  When you have brands that you know are producing truly amazing things, created by people who know design and have clearly put incredible thought, effort, and attention into their garments, there’s really no need to have to worry about creating some disingenuous story to get clients coverage and to get people to invest in buying their products.  It makes my job easier because the stories are real and people notice and respect that.  When you have extremely knowledgeable consumers, you can get as creative as you like with client campaigns because you don’t have to worry about dumbing down the message for a much less educated audience, generally speaking.  In that sense you’re much less restricted, and when that’s true I think the output is much stronger.

What qualities do you look for in a good brand or product?  How would you best describe your own brand and the relationship with those you work with?

Any brand that I work with I need to make sure that I’m 100% passionate about their products and their approach to production.  I look at it this way…in order for me to ensure that they get the best work from me as possible, I need to be fully passionate about what they’re doing, otherwise I’m simply not putting the money that they’re paying me to optimal use.  It would be a waste of my time and theirs.

So, it absolutely needs to be a good fit.  Working with a client is a partnership for the long term, and because of that you need to make sure that communication between both parties is strong and fluid.  I look for clients that are refined, simplified, and have a certain level of natural elegance to them.  I love it when a brand has fantastic products and have a very strong focus on the aesthetic presentation.  That to me is a perfect company.

 

Of course they’re expensive, but value-wise you’re definitely getting what you’re paying for.

 

Any greats in particular we should be watching out for in your opinion?

I’m interesting in seeing what Todd Snyder continues to throw at us…very interested in that.  I’m also keeping my eyes wide open to see how Bastian progresses over these next couple of years now that he’s shifted his approach to manufacturing.  Ami is also a brand to keep an eye out for.

The menswear industry is definitely one in motions.  Where do you see the menswear industry going in the next few years?  Any grand predictions?

Yea that’s a really interesting question actually.  Over the last 3 or so years, we’ve watched the menswear industry become increasingly more influenced by blogs, making for a much more democratic and realistic representation of what guys on the streets are actually wearing.  We’ve seen the focus of menswear shift in inspiration from workwear/Americana/heritage to a much more tailored Italian influence that seems to be the prevailing theme of the moment right now.  But, I think it’s still very early in the game.  Blogs really haven’t been around for that long and I don’t think their position in regards to public influence is finished yet by any means.  That being said, I honestly can’t predict what I think the future holds.  All I know is that I’m really feeling this new tailored and refined movement, so I’m enjoying that while it lasts and we’ll see what happens next.

For the time being though, what products and brands are you personally most excited about right now and why?

I’m excited about brands that present a unique story that isn’t gimmicky.  Brands that are real, and have an incredible product to back up their big talk and branding.  Simplicity also goes a very long way for me personally, and if the head of that brand is also pretty easily accessible and visible, that is also golden.  Right now, I’m definitely digging Ian Velardi, Ovadia & Sons, Gant, Finamore, Ledbury Shirting, Mr. Hare, Miller’s Oath, and Berg & Berg.  Each of these brands is honest, and presented with a certain level of refinement that I appreciate and respect.  Most importantly, they offer products that are superb in terms of fit, materials, and quality of construction.  Of course they’re expensive, but value-wise you’re definitely getting what you’re paying for.