Matt Hrank needs no introduction. As a self-confessed “street hustler”, Matt is a busy aficionado in indie menswear. He is the founder of the William Brown Project, a creative director, photographer, editor of WM Brown magazine and author of A Man & His Watch. During his chat with Aleks at Pitti Uomo, they shared the advantages of being niche, talking also about his incredible career: he started as a photographer, moving then from mainstream media to independent publishing.