Business Insider recently spoke to Harry Jarman, the founder, and Editor-in-Chief of The Gentleman’s Journal .

The Journal started out as a blog to market his own swimwear brand, and expanded into one of the UK’s leading men’s lifestyle magazines with its own e-commerce site .

“It became and it still is all about the stuff you can buy now and still wear in 50 years time,” Jarman said.

Business Insider asked the editor about the biggest mistakes guys made with their style choices, as well as his best advice on what to do instead.

Harry Jarman isn’t interested in fashion, he’s interested in style.

“Everything we’re doing is about tailoring, investment, clothes that anyone can wear,” the founder and Editor-in-Chief of The Gentleman’s Journal told Business Insider.

Jarman started the men’s lifestyle magazine as a way of marketing his own swimwear brand, and was never interested in the catwalk-related coverage that other men’s fashion outlets focused on.

“I started by asking friends who just wore nice stuff,” Jarman said.

“There’s nothing wrong with going and buying an expensive blazer and matching it with a Uniqlo shirt. It’s actually what most men do.

“It became and it still is all about the stuff you can buy now and still wear in 50 years time.”

To that end, Gentleman’s Journal has just launched an e-commerce site . For the first time, they’re selling as well as just showing off things they like.

“We want to build a real, valuable two-way connection between Gentleman’s Journal and our customers, with retail being the final pillar,” Jarman said.

The website is curated by the magazine’s editorial staff, and features a hand-picked selection of brands that are expensive but high-quality.

Since Jarman ought to know better than anyone, Business Insider asked him about the biggest mistakes guys make with their style choices, as well as his best advice on what to do instead.

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