The British style outpost Ted Baker London has launched a new online campaign this month that mixes wit with fashion and stars Vice Magazine’s talented co-founder Gavin McInnes. The satirical video tutorials, all of which are available via his personal site StreetWinker, range from learning how to dress your age to mastering the bowtie.

Far from just another well-groomed hipster sporting a moustache, Redge Blaker, the character who Gavin developed and plays, has been described by Ted Baker as “an effortlessly dapper and hilarious brand ambassador.” No matter the circumstances, Redge is committed to presenting a polished look and strives to share his know-how with the ill-advised male population.

By providing this non-traditional form of digital content, Ted Baker is establishing itself as a brand that wants to connect to a wider audience, to communicate both online and offline, as well as shed some of that pretentious attitude present in most fashion advertising.

“The ethos woven into the films and gifs in some subtle and not-so-subtle ways is a nice call to action to the young, reasonably well-off professional who hasn’t had to value his own wardrobe in the past, but now has a focus and interest in that, which is a good demographic for Ted Baker,” explains David Schwartz, owner and creative director of Hush, the design agency behind the site.

Take a closer look at the man behind the pocket squares here.

Looking for that fall wardrobe update? Head on over to Ted Baker’s L.A. flagship located on 131 N. Robertson Blvd; 310.550.7855.