The meaning behind a name
The name The Connoisseur N°10™ was born from a double gesture: a tribute to the past and a modern reinterpretation of the culture of taste.
The Connoisseur was a historic British magazine, founded in the early 1900s and published for almost a century between London and New York.
It was the voice of collectors, aesthetes, and gentlemen who viewed taste not as a luxury, but as a form of knowledge.
It covered art, antiques, tailoring, design, perfumes, and architecture with a refined visual style and cultured editorial tone, becoming one of the most elegant publications of its time.
The Connoisseur N°10™ is a modern revival of that same spirit:
it inherits its visual elegance, intellectual calm, and cultural sophistication, reinterpreted through a new editorial structure.
Unlike the original magazine, which featured essays and cultural articles, The Connoisseur N°10™ stands out for its precise curatorial concept: each edition showcases ten international excellences, selected from ten different countries, chosen for their cultural, aesthetic, and artisanal value.
It is a dialogue between past and present, between culture and craftsmanship, between the legacy of a name and the vision of a new generation of connoisseurs.
It is not a replica — it is an evolution, built with the same ambition: to transform taste into culture, and culture into a form of elegance.
The project
We live in a time when luxury has become noisy and impersonal.
The Connoisseur N°10™ restores to excellence its most noble form: silent, cultured, and consistent.
It is a collectible publication aimed at modern gentlemen — curious, cosmopolitan, and discerning individuals who travel the world in search of authenticity and places where craftsmanship is still a form of culture.
Each edition features ten international protagonists of excellence, portrayed through photography, interviews, and curatorial writing, all shaped by TheStreetSoup™'s distinctive editorial approach.
An international cultural network
Each edition of The Connoisseur N°10™ brings together ten outstanding names from ten different countries.
Never two from the same nation — a strategic choice that creates an organic network of reciprocal visibility.
In this way, every participant becomes a natural ambassador for the other nine.
When the volume is displayed in your atelier in Florence, your clients will discover the shoemaker in Tokyo, the perfumer in Paris, or the shirtmaker in Buenos Aires.
And, in turn, your story will be read and admired in their spaces around the world.
It is an intelligent form of cultural promotion.
A refined, real-world network of places united by the same language of excellence.
Who we speak to
This project speaks to a community of global gentlemen — travelers, observers, and lovers of detail.
Men who recognize excellence not in luxury, but in coherence and culture.
For them, The Connoisseur N°10™ is an aesthetic and cultural guide,
a way to discover the people and places that still preserve the art of doing things well.
Who can take part
We are not only looking for tailors or bespoke ateliers — we seek authentic excellence:
people, shops, and workshops that embody a coherent idea of beauty.
You may be:
• a classic or made-to-measure clothing boutique,
• a bespoke shirtmaker,
• a shoemaker,
• a maker of gloves, hats, or ties,
• an independent perfumer,
• a jeweler or accessories craftsman,
• or an atelier working with precious materials such as silk, cashmere, or leather.
We are reaching out because we recognize in your work the values that define the true Connoisseur spirit: taste, authenticity, and craftsmanship culture.
There are no participation fees.
The only commitment is the purchase of a minimum number of copies, which you may display, gift, or resell to your clients.
THE CONNOISSEUR N°10™
Every month, a new collective of excellence.
It's clean, international, timeless, and works across all industries — sartorial, accessories, perfumery, design.
How it works
• We contact you and define your participation together.
• A local photographer from the TheStreetSoup™ network is assigned to carry out the shooting.
• We arrange an interview and editorial story about your brand.
• You receive all high-resolution photographs, with full usage rights.
• We create the layout and curatorial text dedicated to your activity.
• We print the volume and deliver the copies you have purchased.
A project conceived and directed by TheStreetSoup™
The Connoisseur N°10™ is conceived and curated by TheStreetSoup™, the Milan-based platform that in recent years has redefined the way photography, art, and contemporary excellence are told.
In just three years, TheStreetSoup™ has become a recognized international name, with exhibitions, editorial projects, and collaborations with major brands and institutions such as Nikon, Polaroid, Samsung, and Fondazione Mazzoleni.
Today it operates in over thirty countries, through a network of photographers and creatives capable of blending local sensitivity with a global vision.
This strong and credible background gives The Connoisseur N°10™ a solid foundation: not a new magazine starting from scratch, but a cultural production curated by an already established international entity.
The Spirit
The Connoisseur N°10™ explores the quiet side of excellence:
the most silent, cultured and sincere side of beauty.
It is a publication for those who do not seek noise, but substance.
For those who see in taste a form of thought,
and in elegance a way of life.
Because today, more than ever,
true luxury lies not in owning,
but in understanding.
The journey begins.
We are about to launch the very first edition of The Connoisseur N°10™ —
the beginning of a journey driven by passion, professionalism, and an innovative vision.
A project created to tell the story of excellence through fresh eyes:
ten authentic stories, ten places of craftsmanship, ten voices that embody beauty as a form of culture.
We are confident that anyone who chooses to come on board will not be disappointed —
this is just the first chapter of a collection destined to grow over time.
For more information about our editorial project and how to take part,
please write to: info@theconnoisseur10.com