There is so much joy for men in exploring clothes – in the pleasure of a finely waisted jacket, in the pop of a green pocket handkerchief. But that joy has been lost today in a confusion of obscure fashions, shallow brands and opaque marketing.

Most men hate trends. They want clothes that don't go out of fashion, that will stay with them and reward care and attention. And most men are geeks. They like to know about the things they buy: how they are made, what they are made of and whether they are value for money.

Permanent Style, Simon's website on classic men's clothes (on style, not fashion) tries to cut through brands and marketing. It explains the value in investing in good tailoring and in really looking after shoes. It helps men build a wardrobe, whether they are buying their first suit or their fifth. And it shows why pink and green work together.

Permanent Style is the biggest men’s style blog in Europe, with over 300,000 hits a month. It has been listed by the New York Times as one of the world’s top ten men’s blogs and recommended by The Times as one of the 15 best men's websites. 

Simon's in-depth features for publications like the Financial Times, The Rake and GQ take this idea further. They bring real journalism to the world of men's style, analysing the construction of Anderson & Sheppard jackets and the hand-lasting of Edward Green shoes.

Since the beginning of 2013, Simon has also written a column for the FT's luxury magazine, How to Spend It. The column, entitled 'How to buy...' explores the same themes of value and craft, providing a practical guide to how readers can assess the quality of the things they buy. 

Simon has also received attention from international press for his taste and views. He has been profiled in GQ, in some of Japan's biggest style magazines and in Fuera de Serie - the Spanish branch of How to Spend It.

Simon undertakes consultancy work for several companies and tailors on their websites, house blogs and rebranding exercises. His first book, the Snob Guide to Tailoring, was published in 2011 and is available on Amazon. His second book, The Finest Menswear in the World, will be out in 2014.