In this episode, Peter sits down with Freddie Sheridan, founder of YCODE — the British skincare brand redefining men’s grooming through cutting-edge marine biotechnology.

Built specifically for male biology, YCODE isn’t just another men’s range wrapped in masculine packaging. After five years of research into the unique structure of men’s skin — thicker, oilier, collagen-dense and biologically distinct from women’s — Freddie developed a performance-driven, three-step system powered by microalgae.

At the heart of YCODE’s From Sea to Cell technology is Chlorella Vulgaris, a sustainably cultivated microalgae sourced from Iceland and refined in Barcelona. Remarkably, this bioactive ingredient can “read” the skin in real time — adapting to factors like climate, stress, age and lifestyle to deliver precisely what the skin needs, when it needs it.

We discuss:

• The science behind microalgae’s adaptive intelligence
• How YCODE’s award-winning Advanced Eye Serum, Hydrating Serum and Mattifying Moisturiser work together in a one-minute routine
• The link between skincare, confidence and performance
• Freddie’s journey from designing luxury retail spaces for global beauty giants to launching a science-backed brand from scratch

Freddie also shares how skincare became a tool for self-belief in his own life, and why feeling “understood” is central to the brand’s mission.

If you’re interested in high-performance skincare, biotechnology, sustainable innovation, or the evolving landscape of modern masculinity, this is a conversation you won’t want to miss.

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One of the world’s most famous fashion designers Giorgio Armani has died at the age of 91. Also a renowned businessman, the pioneering Italian designer was credited with reimagining men’s and women’s suits for a modern audience. He dressed some of the biggest stars in music and Hollywood and his company Armani expanded into beauty, fragrance, music, sport and luxury hotels.

Menswear Style's host Peter Brooker and Coventry University fashion expert Rebecca Ryder-Caddy discuss what made Giorgio Armani’s designs so successful, his most famous outfits, how he changed the fashion industry, and his enduring legacy.

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Myrqvist's journey began in 2016, starting small — like most things do — but with a clear vision: to craft high-quality footwear with a timeless design at a fair price. A product designed to stand the test of time and trends alike.

How do they balance top-tier craftsmanship with a modest price point? At Myrqvist, they take pride in their dedication to quality. While all design work happens at their Stockholm headquarters, their shoes are expertly crafted by skilled artisans in Portugal, with whom they’ve built long-standing relationships. Rather than inflating prices with hefty margins, they focus on keeping costs aligned with the craftsmanship that goes into each pair. The result? Premium footwear — without the premium price tag.

Scandinavian design, meticulous attention to detail, and the finest materials sourced from world-renowned tanneries are at the heart of Myrqvist. Thanks to this commitment, they were named Sweden’s fastest-growing footwear brand in 2020. While roots remain deeply Scandinavian, Myrqvist shoes are now worn across continents, making their mark far beyond Sweden.

But growth hasn’t just been geographic. The first shoe model, the Äppelviken Oxford, laid the foundation for their collection. While they continue to offer classic formal shoes, their range has expanded to include sneakers, boots, sandals, and accessories — each embodying timeless design and a commitment to longevity. Together, they define Myrqvist: premium footwear without the premium price tag.

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