PHOTOGRAPHY BY JEROEN NOORDZIJ
Anton Masko grew up learning etiquette from his grandmother, found his way to Pitti Uomo through years of self-driven curiosity, and never looked back. Originally from Belarus, he now dedicates his work to helping men discover their personal style. Not through rules or checklists, but through a genuine process of self-discovery. Figuring out who you are, and letting your wardrobe be an honest reflection of that.
When did style first start to matter to you?
It started with my grandmother. She taught me etiquette: holding doors, caring for others. At the time I didn't realise it, but those lessons became the foundation of everything. Later, I noticed how well some of the other guys dressed and wanted that for myself. In trying to understand what it means to be a real gentleman, I dove deep into reading and researching. That's when I found images of Pitti Uomo for the first time. I became obsessed. Four years later, I went there myself. I took tailoring courses, made my first pair of trousers. And somehow, I ended up here.
What drives your approach to helping men find their personal style?
The simple truth is: I love it. The best work in your life is your hobby, and I'm lucky enough to live that. Looking back, that period of self-driven learning turned out to be my real university. I just didn't know it at the time. There was no pressure, no deadline. Just passion. I read everything I could find, every day, because I genuinely wanted to. That same energy is now what I bring to every conversation with a client. And the best part? Seeing the result. Watching a man change — in the way he carries himself, in his confidence — that's everything. It was never about money. It's about helping people find themselves.
Can style be learned from a book, or do you need a feeling for it?
You need to find yourself first. I've seen men who've memorised all the rules. They walk into a room thinking about knife placement, and you can tell immediately that it isn't real. When something is forced, it shows. The right approach is to start from a place of genuinely liking who you are. Try things. Make mistakes. My first outfit at Pitti Uomo was embarrassing, I was one of the worst-dressed men there. But every day you try a little more, you discover a little more. Don't dress for others. Dress for yourself. The goal isn't to follow someone else's book. It's to write your own.
Where does your inspiration come from?
People, places, habits, books. Honestly, just look around. The inspiration is everywhere. In the way Italians drink their espresso, the way the French eat croissants, the way a city moves in the early hours. I invest in travel specifically because of that. But ultimately, the people you meet are the greatest source. Every conversation, every interesting person you cross paths with. They all become part of how you see the world, and how you dress in it.
“The goal isn't to follow someone else's book. It's to write your own.”
What does sprezzatura mean to you?
Don't overthink it. That one strand of hair that's slightly out of place, it doesn't matter. Nobody walking past you is thinking about your collar or your crease, because they're too busy wondering if they look good themselves. Sprezzatura, to me, is the art of letting things be. Linen will wrinkle, that's part of what makes it beautiful. The moment you stop worrying about being judged is the moment you actually start to look good. Ease is attractive. Effort that's visible is not. The best-dressed men I know never look like they tried too hard.
Is there a signature piece in your wardrobe?
High-waisted trousers with a double inward pleat and side adjusters, no belt loops. That's my signature. I wear inward pleats specifically because I played football and my legs are slightly bowed; the inward pleat creates a cleaner visual line. Creamy trousers are a favourite. Finding balance between formal and relaxed is what drives every choice I make. Not too structured, not too casual. Just right for whoever I want to be that day.
How do you recognise someone with genuine style versus someone who's just copying?
Every morning in the shower I ask myself: who am I today? Maybe I'm feeling a little wild, a little relaxed, or ready to perform. That question shapes everything. The jacket I reach for, the mood I want to carry. When a man dresses from that place, you feel it. There's an ease to it. When someone is copying, you feel that too. It sits differently. True style has nothing to prove. It's an expression of who you are on a particular day, not a costume you've put on to impress someone. That authenticity is what makes a man truly well-dressed. Everything else is just clothes.
Is there something still missing from your wardrobe?
A total black linen double-breasted suit. Even though I hardly wear black. I see it as a strong, almost private colour. It's difficult to work with, especially for men who are just starting to explore their wardrobe. Navy is far more versatile; you can pair it with olive, brown, earthy tones. It breathes. Black demands more from you. There's a mood aspect too. In spring, when everything turns green and the sun gets warmer, those colours invite you to open up. Black carries a different energy. It's not wrong, it's just strong. And I want to feel that strength completely before I commit, hence the suit.
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