In our competitive cities, you need to be bold to set yourself apart.
We found six of the boldest men in Canada to hear a little more insight into their lives, jobs, and competitive edge.
Garrett Tonge is Partner & Creative Director of ConceptNest and co-founder of men’s luxury magazine Archibald Men.
Originally from the east coast, Tonge modelled in Montreal out of high school, then got a business degree in New Brunswick with a major in marketing. After moving to Toronto in 2007, he studied advertising and design at OCAD. As if that wasn’t enough, he holds a degree in branding from the Canadian Marketing Association.
Working for himself has allowed for flexibility in terms of an office – it could be poolside in LA, in a European Cafe, or on an airplane.
Tell us what you do in less than 140 characters. Go.
I work as a freelance designer and have recently become the co-founder of a men’s lifestyle magazine called Archibald Men.
What is the one most significant milestones that helped you end up where you are today?
Moving to Toronto and going to OCAD. Before that, I was working as a sales manager at a pharmaceutical company, and to be honest, it was dry. I was always into art, but going to a university for it gave me that keen eye to really work for myself. Most of the teachers there are either creative directors or owners of agencies in the city, and they put me in contact with some good people.
Graffigna celebrates men who live boldly. What does living boldly mean to you?
It means having the ability to make your own decisions and being able to stand behind them. It means having fresh ideas and a positive attitude knowing that you’re doing what you really want to.
Drinking red wine says a lot about a person. What does it say about you?
I think it says that you work really hard, but you get to enjoy the finer things – or even the simple things. A glass of wine doesn’t have to be too overdone. It’s a good way to feel that you’re capable of relaxing and that you’re not always a type A personality. You can actually calm down and enjoy a glass of wine.
Who would you most like to share a glass of Graffigna with?
Tom Ford. I’ve loved him since I was young. I think his design aesthetic is amazing, and so are the movies that he’s done. I think from an entrepreneurial point of view, he has done impeccably well. I admire him as a businessperson, and I admire him as a fashion icon.
What’s the biggest challenge you’ve had to overcome in your career and how did you manage to do so?
I think that when things are going really well, a lot of us stress about it and almost feel guilty. So we think ‘I must have to stress about something, things can’t be this good’. It’s sometimes a tough thing to listen to yourself and know that what you’re doing is working, and that what you’re doing is what you really want to do, no matter what anyone says.
The lifestyle media industry is always evolving. How do you set yourself apart from your peers in this space?
A cohesive strategy and strong design focus. Because of my background in design, I think that all of my stuff is fairly design-focused. I am not a writer, and I don’t sell myself as one. That’s why I have writers and editors. I think there may be people with better written content than I have, but if you were to look visually, my stuff would stand out more because I’m just an individualist. I’m into photography; I’m into design aesthetic. I subscribe to a lot of magazines, and I barely read the articles. I notice photography, how they’ve angled it, and what kind of tones they’ve used. So it’s that focus on design sets me apart.
What drives you on a daily basis?
The ability to map out your own time and know you’re doing it for yourself.
I get to wake up and really choose what I want to do. Some days I do photo shoots, some days I have meetings all day. It’s never mundane. I’m really good at concentrating and getting things done, but at the same time I need constant stimulation. Things get old quickly for me and I am always ready for a new project. I have my hands in a lot of things and I wouldn’t have it any other way; if anything, I would take on more.
Who’s someone you look up to, someone who’s living the kind of life you aspire to lead?
I really like the mayor of Chicago. He used to be the Chief of Staff for Obama, then he stepped down because he decided that he wanted to go back and reform all of Chicago. He came in to reform and re-did the whole school structure.
What advice do you have for anyone else who’s trying to live their life as boldly as possible?
Do something you love doing. You may have to take hits at the beginning; I was broke as a joke. But I woke up every day and loved it. Find something you love and make it work for you. Don’t be afraid to sacrifice or get a pay cut. You may get an alright paycheque but then you go blow it all at the bar because you’ve had a bad week. I think my weeks are great, so I don’t need to go drink my face off.
What’s next for you? Where do you see yourself a year from now, five years, 10 years?
I would like to continue with the print magazine, Archibald Men, a quarterly men’s luxury lifestyle publication. Print is a dying art, but I don’t think boutique print is dying. I would continue furthering my own brand and would like to build beyond Toronto. I see myself moving into international territory much more. No matter what, I will still be doing my own thing.
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