As you can read on his blog:

The Fake Sartorialist was born in August 2009 out of sheer fashion desperation.
Where was the humour, where was the real sass (not the back stabbing kind), where was the fashion world mirror looking back on itself? Everyone seemed to busy to ask the hard questions like: 'Is viscose the new lycra' 'is fake the new real' and 'is Lady Gaga....' yes indeed, those are the hard questions that The Fake Sartorialist strives to answer.
After: American Vogue, May 15, 1932

American Vogue, May 15, 1932

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