Biography

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Reuben is a men's style consultant and presenter. He is the co-founder of 'Individualism' a style consultancy aimed at ambitious men and is also the Creative Partner for the UK Urban Fashion Awards (UUFA).

Reuben's overflowing creativity and desire to constantly escape comfort zones has led him to work in a multitude of sectors, gaining invaluable experience and meeting people from all walks of life.

After gaining 10 A-C grades in his GCSEs from St Bonaventures Technology College in 1998 (the same school as The Apprentice winner, Tim Campbell), Reuben decided to follow suit and obtained A Levels in Media Studies, Geography, and Design Technology at St Angela's & St Bonaventures Sixth Form Centre in 2000. He then went on to complete a foundations of Engineering course at Brunel University in 2001 and furthered his education by achieving a Bsc in Multimedia Technology at the University of Greenwich in 2004.

After leaving university Reuben gained experience working part time with large companies including Dune and Nike from 2004, where his exceptional customer service skills where honed through mentoring. His excellent negotiation and communication skills were fine tuned by working with award-winning telemarketing agency; Pell & Bales, where he worked as a phone fund raiser and then was specially trained as a tele-salesmen in 2007. He also worked as an extra on TV and film sets and appeared in productions including Da Vinci Code, 60 Minute Makeover and adverts for Ford and Cornetto, to name just two.

Part time work allowed Reuben to concentrate on his passion; fashion and style. He was asked to model for a number of new fashion designers doing both still shots and catwalk modeling where he was spotted and booked with two agencies. Wanting more then to be seen as a 'human mannequin', he decided to stop modeling in 2006. He is at his best when given the chance to express his creativity and take more onus on his identity. This led Reuben to dip his toe into fashion styling.

Over the years Reuben has developed an exceptionally unique sense of style, which has become a trademark to his personal brand. He won Choice FM's Best Dressed national competition in 2005 as well as smaller competitions including King of the Prom in Kojo's (MTV Comedian) Prom Night event in 2006. As a stylist Reuben styled for photo shoots, music video's and catwalk shows, working with both independent designers and companies including Nike. His styling work was also spotted by Ebay during 2007, who asked for permission to use his work on their home page. It was during this time when he had a defining moment of clarity. Reuben realised that he wanted to work with clients on a more personal level and decided to stream line his service to becoming a style consultant for men only. At this point, in 2007, 'Individualism' was born.

Reuben started working with male clients across London and began to empower them with confidence. He helped them create opportunities by teaching them the fundamental science behind maintaining a stylish and unique personal image. At this time Reuben was also working as a journalist having his own double page spread in a small lifestyle magazine called 'What's Poppin'. Reuben used his page to showcase new garments from up and coming fashion designers within the UK, he was the first journalist to spot and showcase talents such as T Magic, Ugly Kids Club and award winning designer Samantha Mark back in 2006.

During his time with the magazine, Reuben was fortunate enough to work with the PR for a host of companies including Adidas, Diesel Sony and Timberland. Learning the corporate side of his craft was refreshing and added to his organic knowledge.

Reuben was then approached by Adenike Durosaro in 2006 who was in the grass root stages of launching the UK Urban Fashion Awards (UUFA); the concept of an award ceremony to recognize the achievements of urban fashion designers in the UK. Reuben agreed to come on board and help out with PR but his high energy and enthusiasm soon resulted in him becoming the creative director. They worked as a close knit team doing everything from holding auditions, graphic designing, PR, marketing and interviews to training models. Over the course of just 2 years UUFA winners have gone on to design for Mariah Carey and Cheryl Cole, worked with Kayne West and Lupe Fiasco and even commended by 'Office' for their work.

Reuben reduced his role with UUFA early in 2008 in order to put more effort into his own personal endeavours. He teamed up with his younger brother Aaron, another style junkie and comedy writer, who was working within the fashion industry. Together they began researching, scripting, presenting and editing their 'Style Survival Skills', which are online video tips for men with a sprinkle of their humour. These are uploaded to their site every Monday and caught the eye of ITV Local who also showcase the videos on the ITV Local London website. ITV1 hailed 'Style Survival Skills' as the top 3 most viewed video content on their website on a program called "/London" that was nationally aired on ITV1 on 23/10/08

Since first attempting presenting in November 2007, Reuben has appeared on Pick Me MTV, getting down to the last 50 contestants out of 4500+ national entries, he was then nominated top 8 out 100+ entrants at the 'How to be A Presenter' competition held by the Royal Television Society in June 2008, which was judged by the Director of Entertainment and Comedy at ITV; Paul Jackson, alongside other industry top cats including Andy Auerbach (Commissioning Editor, Channel 4) and Francis Ridley (Money Management) in June 2008.

Reuben also presented at the Notting Hill Carnival 2008 for ITV Local and was recently asked and accepted by World of Wonders Production company to appear as one of 6 contestants in a new style and fashion show pilot called 'Strip Search' to be put forward to BBC 3 later this year.

These are exciting times with no limits for Reuben. He is bringing to fruition a lifetime of preparation and living a life of creativity and inspiration. He is witty, conscientious and brutally honest with an innate ability to make strangers feel at ease. His willingness to listen and take criticism will be sure to keep him ahead of many. Reuben is set to continue his achievements through sheer determination, his down-to-earth attitude and his constant hunger to better himself…so stay tuned.

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