The regular upward trajectory of 27-year-old YouTube star Drew Michael Scott’s profession — he makes use of his center identify to differentiate himself from the equally named Property Brother — isn’t any accident.
Neither is the truth that Desenio, the buzzy Sweden-based e-commerce wall artwork model beloved of millennials and Gen Z-ers in over 35 international locations, tapped the net dwelling design character for a partnership to launch their growth into the US. The 12 print assortment, impressed by Scott’s love of classic, launched on the finish of September; prints vary from $20 to $55.
With 1.1 million followers on Instagram, 1.4 million on TikTok, and 1.68 million on YouTube (the place he launched his profession at age 12), it’s clear Scott, who posts as Lone Fox Dwelling, has highly-sought-after demographics on pace dial.
He’s been capturing eyeballs since importing his first clip on YouTube not lengthy after receiving a scrapbooking machine for Christmas. His rigorous schedule — he’d publish daily after college — garnered him 10,000 subscribers inside 5 years. He additionally launched a mail order enterprise, Hopscotch Craft Provides. That infrastructure, which his dad and mom now oversee from their dwelling in Arizona, additionally helps the delivery for the curated dwelling decor gadgets he sells via Lone Fox.
Scott pivoted to creating content material about males’s vogue after highschool. When he moved to Los Angeles, he then started peppering his content material with movies of the house initiatives he was creating to embellish his new residence. When his renter-friendly DIY design content material blew up, he took a better have a look at who was watching. “For the style, it was 99 p.c males however the dwelling movies have been all ladies,” he explains. “That’s once I determined to separate the channels.”
A job with digital vogue influencer Chriselle Lim immersed him within the nuts and bolts of social media. “She actually confirmed me the ropes,” he acknowledges of the three years he spent working along with her.
Lone Fox took off through the pandemic. “That’s the place I discovered my full love for inside design,” he says. His fashion mixes classic with up to date, masculine and female. Creating the content material conjured up the enjoyment of his scrapbooking days. “I like the entire course of of making the content material,” he shares.
Dedicated to posting movies twice every week, his schedule of 12-hour days, cut up between taking pictures and enhancing, is a grueling one. “It takes me two to 3 days to create a 15 minute video,” he shares. With solely two staff — Justin Miller, who helps with the content material and his roommate, Marie Dyrda, who runs Lone Fox’s on-line retailer and handles the day-to-day administrative — Scott handles nearly every part else himself, from discovering retailers and designing merchandise to sifting via sponsorship alternatives.
A brand new home — a duplex within the Miracle Mile District he’s remodeling Right into a single household dwelling — affords limitless alternatives to go viral (an on-trend espresso desk, which used six wood Ikea salad bowls for the bottom, has racked up practically 700k views on TikTok so far). Aside from the Desenio partnership, he’s contemplating affords for tv, and concentrating on increasing his on-line retailer. “I simply actually look ahead to waking up and going to work on a regular basis.”
He spoke with THR about his present design inspirations:
Who’re you following on social media?
I’ve truly been following classic accounts like Les Assortment. And a bunch of inside designers too. I like Amber Interiors and Heidi Caillier is so good. I like how she makes use of material and textures and completely different scales of patterns. She has such a very good eye. I’m studying quite a bit from her. And Hadley Wiggins is one other one. She’ll deliver one thing like lime inexperienced right into a room that you simply’d by no means suppose so as to add, however it seems so good!
What’s your favourite place to buy decor?
I’ve been loving CB2 for extra trendy accents and pairing them alongside flea market finds. Fb Market has additionally been an enormous supply of each furnishings and decor. In fact, I additionally incorporate merchandise from my store lonefox.com for my initiatives.
What’s probably the most inspiring place you’ve been to just lately, designwise?
I just lately went to Sweden to shoot my artwork assortment with Desenio. Whereas there, we went to some museums and explored the town which was past gorgeous. The structure was overly inspiring and I discovered myself taking images on each avenue nook.
What’s your favourite factor to do once you want a shot of inspiration?
My favourite factor to do is look via design books each new and outdated. I discover a lot inspiration in design from the previous and the pictures in books actually should not discovered on-line simply so it all the time appears like a complete new world to me.
What are you obsessing over proper now?
I’m at present actually impressed by ballerinas and discovering methods to include them into my initiatives. Satin, bows, sculptural glass, delicate pastel tones are all bits that I discover myself gravitating to when designing. I prefer to distinction these with one thing extra harsh like iron or wooden.
Interview edited for size and readability.
A model of this story first appeared within the Oct. 11 problem of The Hollywood Reporter journal. Click on right here to subscribe.