In Conversation with Lucas Nicholson

The commercial director for Permanent Style weighs in with his outlook on clothing, style, and life itself.

I met Lucas Nicholson in London this past year, and within hours, it felt like I’d stepped into a menswear fever dream. A few pints turned into a proper night out—laughs with the lads, late-night fish and chips, and the kind of pub circuit that could only be navigated by a local with great taste and great legs (he did walk us to several locations that I cannot for the life of me recall). Wherever Lucas is, the party tends to follow—but not in a flashy way. He’s a gracious host, a gentle giant—seriously, the man is tall—and one of the sharpest minds in the industry.

Lucas runs the business side of Permanent Style, “the world’s leading online journal for classic menswear.” He also founded Novel Mart, a playful label that turns your favorite snacks and drinks into stylish merch. His style strikes that rare balance of elevated and effortless, and always feels intentional.

True to form, his answers are funny, thoughtful, and totally unpretentious. Style, for him, is a kind of storytelling—a way to signal, subvert, and maybe even stir the pot. And who better to do that than someone who understands the codes and knows how to mess with them?

“OCBD: Of Course I Bought Drinks 🍹”